Abstract
The nature of the impact of Country-of-Origin (CO) on purchase behavior is far from clear. A theoretical structure of the relationships underlying CO effects is tested using LISREL and the generalizability of the findings are assessed across respondents belonging to two different cultural groups (US-born and Greece- born) residing in the US. Responses provided by US-born respondents appear to fit the a priori theoretical model more closely than those provided by Greece-born respondents. The complexity of the acculturation process of Greece-born respondents is offered as the likely reason for this inter-group difference.
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Pisharodi, R.M., Parameswaran, R., Yaprak, A. (2015). Country-of-Origin Effects in a Cross-Cultural Setting. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_64
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