Meshreki, Hakim; Ennew, Christine; Mourad, Maha Moustafa - In: Journal of Product & Brand Management 27 (2018) 7, pp. 832-846
Purpose: Country of origin (COO) is well established as an extrinsic product cue that influences buyer behavior in the business-to-business (B2B) context. However, non-product-specific attitudes to a COO, including the notion of animosity, have received rather less attention. This paper aims to...