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Journal Articles
Journal of Consumer Marketing (2010) 27 (6): 488–498.
Published: 14 September 2010
... influence on the acceptance and success of products.” Country of origin Assembly Parts South East Asia Cross‐cultural studies Consumer behaviour Country‐of‐origin (COO) effects are one of the most researched areas in international marketing research (Lim and Darley, 1997). Yet, in a review...

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