Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?
Zachary JohnsonDepartment of Marketing and Decision Sciences, Robert B. Willumstad School of Business, Adelphi University, 1 South Ave, Garden City, 11530-0701, NY, USAYichao TianSangwon LeeDepartment of Marketing and Decision Sciences, Robert B. Willumstad School of Business, Adelphi University
2016en
ABI
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