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: | , , , |
---|---|
Format: | Article |
Language: | English |
Published: |
Fundação Instituto de Administração
2016-12-01
|
Series: | Future Studies Research Journal: Trends and Strategies |
Subjects: | |
Online Access: | https://www.revistafuture.org/FSRJ/article/view/279 |