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Keywords: Typicality
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2011) 28 (6): 581–600.
Published: 01 November 2011
...Ting‐Hsiang Tseng; George Balabanis Purpose The purpose of this paper is to test the applicability of product typicality in explaining the product‐specificity of country of origin (COO) effects. Design/methodology/approach To help select stimuli used in the study, two dimensions of product...
