Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?

RT @JofbrandM: 'Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product ev…

RT @JofbrandM: 'Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product ev…

'Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?' by Zachary S Johnson, Yichao Tian & Sangwon Lee (2016) Read it here: https://t.co/ls7PkExg1F #Branding #consumers