Country of Origin within the consumers' decision-making process

Country of Origin within the consumers' decision-making process

Background Country of origin (COO) has developed over the years and so has the definition, from the manufacturing COO and has now developed more into the COO of the brand. This development has led to a gap in research surrounding COO effects in combination with the decision-making process. Purpose T...

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Bibliographic Details
Main Authors: Schneller, Benedikt, Swanson, Jake James
Format: Others
Language:English
Published: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi 2018
Subjects:
country of origin
decision-making process
high involvement products
information cues
perception.
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39555

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