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Keywords: Packaging
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Journal Articles
International Journal of Culture Tourism and Hospitality Research (2011) 5 (4): 383–395.
Published: 11 October 2011
...Marylouise Caldwell; Paul Henry; Maria Kniazeva Purpose This paper aims to: better understand the country of origin (COO) construct by adopting a lens of marketplace mythology; and develop a conceptual framework delineating the process of mythologizing a country through the use of packaging...
