Keywords: Country-of-origin
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Journal Articles
Journal of Asia Business Studies (2014) 8 (3): 209–232.
Published: 29 July 2014
...Saikat Banerjee; Bibek Ray Chaudhuri Purpose – The purpose of this study is to attempt to address the effect of country of origin (COO) from three different dimensions, namely, country image (CI) effect, COO image effect and awareness level about the COO of the brand and its resultant effect...

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