What is meant by a country-of-origin effect? Discuss the implications of the results found in the survey
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What is meant by a country-of-origin effect? Discuss the implications of the results found in the survey by Anderson Analytics (discussed in Global Perspective 19–3), which shows that college students have limited knowledge of the country of origin of most brands. (LO3)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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