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What is COO Effect: Polish-Lithuanian Insights about?

This research investigates whether the country of origin (COO) effect is perceived as a one-dimensional or multi-dimensional phenomenon among consumers in Poland and Lithuania. The study, based on a survey of 192 respondents, confirms that the COO significantly influences the assessment of products and services, revealing differences in evaluations based on various COO dimensions. The findings suggest practical implications for marketing strategies targeting foreign markets.

Author

hafsa.ngw

Language

EN