The purpose of this chapter is to provide an in-depth examination of country-of-origin (COO) perception of retailers who are involved in the definition of their assortment to create a store experience and satisfy their clients’ needs. More specifically, we have examined the mediating effect of store image and consumer attention to COO on the relationship between COO and retailers’ intention to buy premium versus value products.
The mediating effect of store image and consumer attention to COO on the relationship of COO and retailers’ intention to buy
Vianelli D.
;Valta M.
2017-01-01
Abstract
The purpose of this chapter is to provide an in-depth examination of country-of-origin (COO) perception of retailers who are involved in the definition of their assortment to create a store experience and satisfy their clients’ needs. More specifically, we have examined the mediating effect of store image and consumer attention to COO on the relationship between COO and retailers’ intention to buy premium versus value products.File in questo prodotto:
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