Despite extensive evidence that a brand's country-of-origin (COO) affects consumers' brand
evaluations and behavioral intentions, consumers are often reluctant to admit this influence …

Purpose Drawing from the entitativity theory, the purpose of this paper is to focus on the
European Union (EU) as a superordinate entity and investigate the extent to which a “Made …

Purpose The international marketing field has witnessed many studies related to “country of
origin”(COO) effects or the “made in” concept over the past few decades. Yet COO research …

Paper's objectives: The purpose of this paper is to examine the ways in which to neutralize
the country-oforigin (COO) effect (COE) in the emerging market of firms' international …

Despite firms' long reliance on geographic place origin branding, such as country‐of‐origin
(COO), region‐of‐origin (ROO), and terroir, to sell their products in international markets …

Rice is fundamental to the existence of Asian societies, particularly in Thailand and China,
functioning as both a primary aliment and a cultural emblem. The quest for superior rice …

This chapter presents, based on a literature review, the country-of-origin (COO), COO
dimensions, country-of-origin image (COI), and country-of-origin effect (COE) as the …

With saturated domestic markets, brands are increasingly entering new international
markets. Nielsen Media Research alone lists more than half a million brands (Incmagazine …

Conclusions: The findings confirm that Taiwan has a relatively negative effect on product
evaluation in Lithuania, which can be improved by positive prior experience with Taiwanese …

Thesis purpose: The purpose of this paper is to understand how Taiwanese brands can
manage the country-of-origin effect on product evaluation in Lithuania. Methodology: This is …