Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance
Year of publication: |
2013
|
---|---|
Authors: | Lee, Jin Kyun ; Lee, Byung-Kwan ; Lee, Wei-Na |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 66.2013, 3, p. 354-363
|
Publisher: |
Elsevier |
Subject: | Country-of-origin fit | Country image | Cross-border strategic brand alliance | Brand fit |
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