How product hedonism affects the Country-of-Origin effect on product perceived quality and price in the China market
Clement S.F. Chow,
Wing Chi Chow,
Weng I. Leong
et al.
Abstract:PurposeWestern manufacturers have often benefited from the Country-of-Origin (COO) effect when a product is launched into emerging markets. The authors examine if this still holds true in the China market. The authors believe that the degree of perceived hedonism associated with the product does matter and, therefore, conducted an experiment to test how this influences the effect of COO on perceived quality and price of the product. This paper aims to discuss the aforementioned objective.Design/methodology/app… Show more
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