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- W2020049400 abstract "Abstract This article provides a review of the study by Roth and Diamantopoulos (2009), “Advancing the country image construct,” with a view towards highlighting the gaps in the broader country-of-origin literature. The literature mostly ignores pivotal points that should influence both the direction and the design of country-related research in international marketing. At least six key considerations in country-of-origin research deserve concurrent attention in future studies. They include: (1) the globalization of markets, (2) ecologically appropriate designs, (3) country-of-origin knowledge, saliency, and use, (4) labeling practices and requirements, (5) a focus on appropriate segments, and (6) the role of country of origin in foreign direct investment process. This commentary essay explores these issues with a view towards enhancing the relevance, ecological validity, and the quality of future research efforts." @default.
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- W2020049400 date "2010-04-01" @default.
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- W2020049400 title "Advancing the country image construct — A commentary essay" @default.
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- W2020049400 doi "https://doi.org/10.1016/j.jbusres.2008.12.012" @default.
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