Magnusson, Peter; Westjohn, Stanford A.; Zdravkovic, Srdan - In: International Marketing Review 28 (2011) 5, pp. 454-472
Purpose – Extensive research has shown that country‐of‐origin (COO) information significantly affects product evaluations and buying behavior. Yet recently, a competing perspective has emerged suggesting that COO effects have been inflated in prior research and even that the COO concept...