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Keywords: Product category level
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2011) 28 (6): 581–600.
Published: 01 November 2011
... explain the discrepancies between COO images across products from a country, and across COOs of a product. Typical products received more favourable consumer attitudes and stronger COO images than atypical ones. This study also manipulated two other factors, product type and product category level. While...
