Ways to neutralize the country-of-origin effect in the emerging market firms international branding1

Ways to neutralize the country-of-origin effect in the emerging market firms international branding1

The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms’ international branding.

Bibliographic Details
Main Authors: Witek-Hajduk Marzanna Katarzyna, Grudecka Anna
Format: Article
Language:English
Published: Sciendo 2023-03-01
Series:International Journal of Management and Economics
Subjects:
country-of-origin
emerging markets firms
international branding
neutralization of the coo effect
m31
Online Access:https://doi.org/10.2478/ijme-2022-0027

Similar Items

Similar Items