...Anna Tikhomirova; Ekaterina Pankina Purpose This study aims to explore how consumers reevaluate deeply integrated country-of-origin ( COO ) stigmas in the context of market disruption. The authors aim to examine consumers’ perceptions of “Made in China” and highlight the legitimation mechanisms...

... their relationship to local and foreign products. Findings – A set of complex and inter-related explanatory factors of the country-of-origin phenomenon emerged through the analysis, notably the complex of the decolonised, acculturation in situ, frustration towards the West and sensitivity...