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- W2754281158 abstract "This paper's goal is to examine how and why country of origin influences brand preference. The paper introduces mediating variable that measures extent to which brand personality traits are similar to personality traits appreciated in a given country. It is proposed that more similarity will cause higher brand preference. It is also hypothesized that both domestic and foreign brands could have personality traits more similar to country's appreciated personality traits ; therefore, without introducing mediating variable, it is difficult to predict direction of country of origin effect. This study proved explained mediating effect." @default.
- W2754281158 created "2017-09-25" @default.
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- W2754281158 date "2007-01-01" @default.
- W2754281158 modified "2023-09-27" @default.
- W2754281158 title "Brand Preference: Effects of Country of Origin and Brand's Personality Traits" @default.
- W2754281158 hasPublicationYear "2007" @default.
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