Multi cue approach to country-of-origin effect.

• Main Authors: Seah, Weiming., Tan, Cheng Wen., Yen, Chee Loong.
• Other Authors: Saw, Sutaip Leng Chooi
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/9654
• Institution: Nanyang Technological University

The study seeks to explore the Country of Origin effect in two areas. Firstly, we want to determine whether buyers of electronic goods regard COO as an important consideration during purchase. Secondly, we aim to identify similar characteristics among respondents who state that COO is an important f...