This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and inte

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketin

'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book hel

Creativity, Global Branding and Country of Origin (CoO) represent conceptual fields of interest to both academics and practitioners. In the contemporary environ

This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business t