Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study
The purpose of this paper is to investigate how dimensions of Country of Origin Image (COI) can impact the purchase propensity of consumers. Drawing on the literature of international marketing, consumer behaviour, and social psychology, an experiment with a three-product category (experiential, fun...
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| Format: | Others |
| Language: | English |
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Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap
2020
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42566 |