Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance
نویسندگان
چکیده
a Department of Journalism, College of Letters and Science, The University of Wisconsin at Oshkosh, 800 Algoma Boulevard, Oshkosh, WI 54901, United States b Department of Industrial Psychology, College of Social Science, Kwangwoon University, 447-1 Wolgye-Dong, Nowon-Gu, Seoul, Republic of Korea c Department of Advertising, College of Communication, The University of Texas at Austin, CMA 7.142 1, University Station A1200, Austin, TX 78712, United States
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