Assessing Country-Of-Origin Effects: The Impact Of An International Event

Main Article Content

Yoon C. Cho
Joseph Ha

Keywords

country of origin, brand name

Abstract

This study is to investigate how consumers’ attitudes toward brands/products manufactured by a country are affected by an international event. Authors explored that consumers’ attitudes toward brand “made in ___” are affected by various constructs, such as prior beliefs about the products’ attributes, the country’s image along with the brand name, and attitudes toward the advertising during an international event.

Downloads

Download data is not yet available.
Abstract 88 | PDF Downloads 100