Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO) applied by emerging markets’ firms and motives for applying them. Research Design & Methods: A qualitative approach was used, i.e. multi-case study of five emerging...

Paper's objectives: The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms' international branding. Design/methods applied/approach used: A multiple-case study of five companies from European and Asian...