“I Am Who I Am, But I Am Complicated”: The Mediating Role of Ambivalence on Country of Origin (COO) Between Consumer Self-Positioning and Willingness to Buy
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Abstract
This paper examines the intricate relationship between consumer identity, COO (Country of Origin) perceptions, and purchasing intentions. Utilizing a quantitative approach, it collected survey data...
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The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.
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