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Keywords: Consumer brand evaluations
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Journal Articles
Journal of Product & Brand Management (2024) 33 (1): 108–124.
Published: 08 November 2023
...Stephen Oduro; Alessandro De Nisco; Luca Petruzzellis Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify...
