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Keywords: COBO
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Journal Articles
Does the developed-country brand name still matter? Consumers’ purchase intentions and ethnocentrism and materialism as moderators
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Journal of Product & Brand Management (2022) 31 (6): 854–869.
Published: 26 January 2022
...Marzanna Katarzyna Witek-Hajduk; Anna Grudecka Purpose This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the actual country-of-brand-origin (COBO) (revealed vs non-revealed...
