Bernard, Yohan; Collange, Véronique; Ingarao, Aurore; … - In: European Journal of Marketing 54 (2020) 12, pp. 2965-2987
Purpose: The purpose of this paper is to better understand an increasingly widespread practice consisting, of a brand, in signaling the domestic origin of its products aimed at domestic consumers, that is, the “made in the domestic country” (MIDC) strategy. To this end, it is proposed to...