Uniqueness Perception and Willingness to Buy Protected Geographical Origin Versus Doppelgänger Brands
This study explores what drives consumers’ judgments and decisions – uniqueness perception of a foreign product with protected geographical origin cue or uniqueness perception of a domestic doppelgänger product. We find that uniqueness perception of domestic brands has greater impact on willingness...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2017-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14188 |