Country-Of-Origin Effect in International Business: Strategic and Consumer Perspectives

Name: Country-Of-Origin Effect in International Business: Strategic and Consumer Perspectives
Brand: Taylor & Francis
SKU: 9781032537900
Price: 3638.0 INR
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by Anna Grudecka

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ISBN13: 9781032537900
Binding: Paperback
Subject: N/A
Publisher: Taylor & Francis
Publisher Imprint: Routledge
Publication Date: January 30, 2025
Pages: 270
Original Price: GBP 42.99
Language: English
Edition: N/A
Item Weight: 454 grams
BISAC Subject(s): International / Marketing, Consumer Behavior, and Marketing / General

About The Book

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.

About The Author

Marzanna K. Witek-Hajduk is a full professor at the SGH Warsaw School of Economics, Poland, chair of the International Business Department and deputy dean of the Doctoral School at the SGH Warsaw School of Economics. Her research interests focus on international business, marketing and branding, including Internet-based and Internet-enabled internalization.

Anna Grudecka, PhD, is an assistant professor at the SGH Warsaw School of Economics, Poland, in the Department of International Business. Her research focuses on brand management in the international market, consumer behaviour and international business.

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