The Coo Effect in the International Brand Positioning Strategy
Abstract Purpose: This study aims to develop a model in order to understand how Chinese companies strategically position their brands, considering the causes of the country of origin (COO) effect, when going through the process of internationalization. Design/methodology/approach: The study approa...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Instituto de Administração
2016-12-01
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| Series: | Future Studies Research Journal: Trends and Strategies |
| Subjects: | |
| Online Access: | https://www.revistafuture.org/FSRJ/article/view/279 |