Abstract
A number of attempts have been made to characterize the relationship between the country of origin of a product and consumer preferences for the product. One possible method is to examine this relationship via Rust’s (1988) flexible regression methodology.
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Minor, M., Hodges, D. (2015). Country-of-Origin Effects on Product Preferences: A Flexible Regression Approach. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_45
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DOI: https://doi.org/10.1007/978-3-319-13159-7_45
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