..., the authors note several areas of common ground. First, there is agreement that future country‐of‐origin (COO) research designs must be careful to not artificially expose subjects to country cues that the consumer otherwise may not have considered. Second, in a globalizing world, brand origin perception...

... are hypothesised to play a role in revitalising multinational brands plagued by negative perceptions. In addition, the moderating effect of the management's local market knowledge is tested on several proposed relationships. Findings According to the results, international brand revitalisation is positively...