Temporal dynamism in country of origin effect
Abstract
Purpose The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach Utilizing a qualitative and interdisciplinary phenomenological approach, this paper analyses historical and contemporary sources triangulated with contemporary primary interview data. The example of how perceptions of Italians about the...
Paper Details
Title
Temporal dynamism in country of origin effect
Published Date
Nov 11, 2019
Volume
36
Issue
6
Pages
955 - 978
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Notes
History