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Journal Articles
Journal of Product & Brand Management (2016) 25 (4): 322–336.
Published: 18 July 2016
...Roderick J. Brodie; Maureen Benson-Rea Purpose A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity...
