Peterson, Robert A; Jolibert, Alain J P - In: Journal of International Business Studies 26 (1995) 4, pp. 883-900
This not reports a quantitative analysis of the country-of-origin (COO) effect. Based on fifty-two articles or papers containing sixty-nine independent studies and 1,520 effect sizes, an analysis of fifteen study characteristics revealed that country-of-origin effects are only somewhat...