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Keywords: Categorical attribute
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2017) 34 (6): 706–734.
Published: 13 November 2017
...Moon-Yong Kim; Byung Il Park Purpose The purpose of this paper is to examine the effect of country of origin (COO) information as an important/salient categorical attribute on choice context effects. Specifically, this research examines whether the introduction of a unique COO in the choice set...
