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Keywords: Country‐of‐manufacture
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Journal Articles
Journal of Business & Industrial Marketing (2011) 27 (1): 57–68.
Published: 16 December 2011
...Yi‐Min Chen; Yi‐Fan Su Purpose This paper aims to investigate the effects of country‐of‐manufacture (COM) and country‐of‐design (COD) on industrial brand equity. Design/methodology/approach A conceptual framework to assess how international buyers evaluate industrial brand equity when...
