This paper considers brand origin recognition accuracy (BORA) in the context of consumer cosmopolitanism, ethnocentrism, cultural attitudes and socio-demographic factors in a service sector context. This paper builds on earlier work that questions the validity of country of origin (COO) recognition and it reports findings on the antecedents of consumers' ability to accurately identify brand origins.
|Title of host publication||N/A|
|Publication status||Published - 11 Mar 2011|
|Event|| 7th International Conference - Thought Leaders in Brand Management - Lugano|
Duration: 11 Mar 2011 → 12 Mar 2011
|Conference||7th International Conference - Thought Leaders in Brand Management|
|Period||11/03/11 → 12/03/11|
- brand origin