The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. These factors are integrated and shaped by managerial perceptions about their overall importance and...

Despite the long tradition of research on country-of-origin and consumer ethnocentrism, many of the issues remain unresolved in the literature, most notably the relationship between cognitive, affective and normative mechanisms in consumer choice behavior, and generalizability of existing...