Purpose–To investigate, analyse and identify the reasons for contradictory conclusions in
past studies of country of origin (COO) influences on buyers' beliefs and purchase intentions …

With the globalization of international trade, consumers today are faced with a proliferation
of products with multicountry affiliations (hybrid products). As such it is likely that the country …

This research addresses the interaction between the components of brand. More
specifically, the authors evaluate how the region of origin as a component of a wine brand …

The research regarding luxury products in developed economies can be found in many
literatures, nevertheless similar research in develo** economies are still limited. Since this …

Foreign subsidiaries are considered to be at a disadvantage compared to domestic firms in
foreign markets. The liability of foreignness (LOF) concept was first attempted in order to …

Along with the increasing needs of beauty and personal care in modern life, cosmetics
become more and more necessary for not only women but also men all over the world …

Purpose This study aims to investigate the moderating effect of soft power on the
relationships between affinity toward country, country image, cosmopolitanism and …

A growth of the market share of private label brands has been observed in developed
countries. This growth was initially confirmed for food and drugstore categories, but it quickly …

Abstract [eng] In addition, analysis showed that respondents who live in an emerging
economy have more positive attitude towards the surveyed brands compared with …

This research investigates the influence of antecedents on the internationalization of cultural
products from an emerging market to a developed country, and the outcomes of this diffusion …