From Competitive Advantage to Cross-Country Dynamic Synergy
نویسندگان
چکیده
منابع مشابه
Country of origin: A competitive advantage?
Country of origin has been identified in the literature as an important cue that might be used by global marketers to influence consumers’ valuation of the brand. Its effect on consumer perceptions, affect and behavioral intentions has been widely documented, based on consumer surveys and laboratory experiments. Despite this empirical evidence, we argue that country of origin is only one extrin...
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ژورنال
عنوان ژورنال: International Journal Of Management and Applied Research
سال: 2016
ISSN: 2056-757X
DOI: 10.18646/2056.34.16-015