The Role of Involvement in Country-of-Origin Effects on Product Evaluation: Situational and Enduring Involvement

Author: Lee Wei-Na   Yun TaiWoong   Lee Byung-Kwan  

Publisher: Haworth Press

ISSN: 0896-1530

Source: Journal of International Consumer Marketing, Vol.17, Iss.2-3, 2005-06, pp. : 51-72

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Abstract