Review paper
Country of market effect
Abstract
Purpose: This article proposes and empirically tests the country of market (COMK) effect, which captures the consumer’s responses of home market to a country where the product is marketed. Design/methodology/approach: Study 1 applies a lab experiment about Chinese consumers’ purchase intention for printers marketed either in the US or China. Study 2 applies country level data to examine the impact of economic development of 22 host countries on...
Paper Details
Title
Country of market effect
Published Date
Apr 27, 2016
Journal
Volume
12
Issue
1
Pages
7 - 14
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