@inproceedings{144f667fb0154659b575be0ba9c31e87,
title = "Conceptualising The Country of Origin of Brand",
abstract = "Forces of globalisation have escalated offshore manufacturing activities exploiting the economies of scale and costs. We are invariably faced with the complexities and confusion of the emergence of products with multi-country affiliations. However, globalisation is perceived to have homogenised a consumer buying culture for premium brands. In the process, the recognition of brand names is accentuated. Thus the country of origin of made of a product is no longer the most important determinant for evaluation of brand image and product quality. This paper therefore extends prior country of origin research by conceptualising the country of origin of brand as a product evaluation tool.",
author = "Ian Phau and Gerard Prendergast",
year = "1998",
month = dec,
day = "2",
language = "English",
series = "ANZMAC Conference Proceedings",
publisher = "Australian and New Zealand Marketing Academy",
pages = "1999--2011",
editor = "Gray, \{Brendan J\} and Deans, \{Kenneth R\}",
booktitle = "1998 ANZMAC Conference Proceedings",
note = "Australian and New Zealand Marketing Academy Conference, ANZMAC 1998 : Connections, particularly the connections between information technology and marketing, and among business networks ; Conference date: 30-11-1998 Through 02-12-1998",
}