Amatulli, Cesare; De Angelis, Matteo; Halliday, Sue Vaux; … - In: International Marketing Review 36 (2019) 6, pp. 955-978
Purpose: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a qualitative and interdisciplinary phenomenological approach, this paper...