The Dilution of Country Typicality in Country-of-Origin Effect Based on the Transnational Brand Alliances Context
Wang Haizhong,Yang Guangyu, Jiang Hongyan, Huang Lei
Wang Haizhong, School of Business, Sun Yat-sen University;
Yang Guangyu, School of Business, Sun Yat-sen University;
Jiang Hongyan, School of Management, China University of Mining & Technology;
Huang Lei, School of Business, Sun Yat-sen University.
Wang Haizhong,Yang Guangyu, Jiang Hongyan, Huang Lei. The Dilution of Country Typicality in Country-of-Origin Effect Based on the Transnational Brand Alliances Context[J]. Journal of Marketing Science, 2013, 9(1): 18-31.