Brijs, Kris; Bloemer, Josée; Kasper, Hans - In: Journal of Business Research 64 (2011) 12, pp. 1259-1269
The country-image discourse model provides an alternative theoretical framework to explain the meaning of country-of-origin (COO) effects. Unlike previous work, this research relies on the key principles underlying semiotics and discourse theory. The model integrates the semantic and pragmatic...