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Country of Origin Vs. Consumer Perception

其他書名	A Literature Review
出版	SSRN, 2012
URL	http://books.google.com.hk/books?id=U2LizwEACAAJ&hl=&source=gbs_api

註釋The concept of Country of Origin (COO) has been used by many researchers in order to study the context of purchasing products made in the home country vis-a-vis products that are available globally. The concept of COO is viewed as an important cue which would impact consumer decision-making process. This paper presents an extensive literature review of COO. The study has been done from a marketing perspective, and it also tries to draw a relationship between COO and Brand Origin (BO), and considers the role of COO in purchase decision making. A holistic approach has been adopted to understand all the related attributes of COO.