A dynamic approach to country‐of‐origin effect
Shlomo I. Lampert
(Graduate School of Business Administration, Bar‐Ilan University, Ramat‐Gan, Israel)
Eugene D. Jaffe
(Graduate School of Business Administration, Bar‐Ilan University, Ramat‐Gan, Israel)
12030
Abstract
Most studies of the effect of country‐of‐origin on consumer evaluation of products are based on static models, even though it is recognized that country image changes over time. The purpose of this paper is to suggest a normative model of country‐of‐origin as a dynamic process.
Keywords
Citation
Lampert, S.I. and Jaffe, E.D. (1998), "A dynamic approach to country‐of‐origin effect", European Journal of Marketing, Vol. 32 No. 1/2, pp. 61-78. https://doi.org/10.1108/03090569810197471
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited