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Temporal Dynamism in Country-of-Origin Effect: The Malleability of Italians’ Perceptions Regarding the British Sixties
Halliday, Sue; Morris, Jonathan; Amatulli, Cesare; de Angelo, Matteo; Mulazzi, Floriana (2019-11-11)Purpose: The purpose of this paper is to enrich country of origin (COO) effect in international marketing theory by adding the understanding of temporal dynamism into COO research. Design/methodology/approach: Utilizing a ...