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Keywords: Category-country image
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Journal Articles
Journal of Business & Industrial Marketing (2022) 37 (11): 2344–2360.
Published: 10 January 2022
...Giovanna Pegan; James Reardon; Donata Vianelli Purpose The purpose of this study is to seek to investigate whether and how country of origin (COO) cues – category-country image (CCI) and typicality – and importers’ domain-specific innovativeness (DSI) influence importers’ propensity to the trial...
