Understanding Chinese consumers' pre-purchase value expectations: the role of country of origin effect

Purpose This study aims to examine the effect of country of origin (COO) on customers' value expectation and willingness to pay by employing signalling theory and cue utilisation. Design/methodology/approach The data were collected from 386 customers via an online survey in the context of Australian food retail franchise stores in China. Findings The findings indicate that COO origin is an important determinant of customer expectations including...