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Keywords: Made in USA
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (1): 74–83.
Published: 09 January 2017
...Gargi Bhaduri Purpose This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing initiatives. Design/methodology/approach Two separate studies were conducted. Online experiment...
