Country of origin effect is one key factor, often ignored, of brands. In todays business world, companies need to understand the implications of COO effects on their products and brands. This paper looks at the influence of COO on consumers product evaluations and purchase intentions. In particular, Spanish COO is chosen as the study context. The first phase of the paper involves the analysis of the implications of COO on consumer behavior through a study of previous literature. In a second phase an empirical study is conducted in order to analyse consumers evaluations of COO and the...
Country of origin effect is one key factor, often ignored, of brands. In todays business world, companies need to understand the implications of COO e...
