Does the direction of offshoring matter? Comparison of downward and upward offshoring strategies in changing consumers’ brand perception by brand tiers
Abstract
Offshoring strategies raise a critical question to defining the country images of brands, as offshoring results in discrepancies between the country-of-brand origin (COB) and the...
Paper Details
Title
Does the direction of offshoring matter? Comparison of downward and upward offshoring strategies in changing consumers’ brand perception by brand tiers
Published Date
Sep 18, 2019
Volume
111
Issue
6
Pages
795 - 807
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