The country-image discourse model provides an alternative theoretical framework to explain the meaning of country-of-origin (COO) effects. Unlike previous work, this research relies on the key principles underlying semiotics and discourse theory. The model integrates the semantic and pragmatic...

Purpose – Partial least squares (PLS) path modeling is a variance-based structural equation modeling (SEM) technique that is widely applied in business and social sciences. Its ability to model composites and factors makes it a formidable statistical tool for new technology research. Recent...