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

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Yoon C. Cho
Joseph Ha


country of origin, brand name


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.


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