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Showing 1 to 1 of 1 for “"Country of origin identity"”.
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Scottish country of origin: its role and value in the identities of Scottish premium/luxury brands.
The focus of this study is the role and function of country of origin (COO) in the creation and communication of the brand identities of Scottish premium/luxury brands. It applies the identity concept which is well developed in the branding literature to the COO literature where the focus on the …