Country-of-Origin Effect in International Business : Strategic and Consumer Perspectives Hardback
Edited by Anna (SGH Warsaw School of Economics, Poland.) Grudecka, Marzanna K. (SGH Warsaw School of Economics, Poland) Witek-Hajduk
Part of the Routledge Studies in Marketing series
Hardback
Description
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business.
This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones. This edited book offers a multifaceted approach to COO and COE.
It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising.
The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism.
It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science. This book is addressed predominantly to the academic community – academics, scholars and upper-level students – in international marketing, international business and consumer behaviour.
Information
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Out of stock
- Format:Hardback
- Pages:270 pages, 10 Tables, black and white; 4 Line drawings, black and white; 4 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:24/10/2023
- Category:
- ISBN:9781032537870
Information
-
Out of stock
- Format:Hardback
- Pages:270 pages, 10 Tables, black and white; 4 Line drawings, black and white; 4 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:24/10/2023
- Category:
- ISBN:9781032537870
