Ethnocentrism and Country of Origin Effects: Introduction and Literature Review by Doreen Soutar

Overview

Being able to predict the future purchasing intentions of consumers is a very important capability to any business, and attempts to understand the processes involved in purchasing decisions in consumers has developed and diversified over the last forty years. With the increase of globalisation, the country-of-origin (COO) effect is a line of enquiry which is highly relevant to businesses wishing to expand their range of operations. Read more…