Browsing by Author "Dadhich, Harsh"
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Perception of foreignness of brands: An investigation of consumers classification schema and its impact on brand evaluations
Dadhich, Harsh (2016)Country-of-origin (COO) affects consumers’ perceptions towards brands and products. However, research also suggests that consumers rarely recognize brand origins accurately (Balabanis & Diamantopoulos, 2008; Samiee, Shimp ...