... on consumers from a developing country and regards automobiles from an emerging country. Trust Reputation Country-of-origin Animosity Ethnocentrism Cultural openness Firms usually face interrelated challenges in global marketing, such as the increased consumer market internationalization...

... finding is that the single‐cue framework produces more statistically significant COM and COD effects on industrial brand equity than does the multiple‐cue framework. The current results confirm previous findings that the country‐of‐origin effects based on single‐cue and multiple‐cue studies produce...