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Keywords: Brand origin misperception
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2022) 34 (1): 209–226.
Published: 30 March 2021
... the globalization and prevalence of hybrid products, consumers often fail to identify the brand's real origin, a phenomenon that is denoted as brand origin misperception (BOM) (Balabanis and Diamantopoulos, 2008). From the firm's perspective, the COO plays an equally important role. As companies get aware...
