Empirical study on the influence of country-of-origin on consumers' perception towards their purchase intention of Malaysia's Halal food products
The country-of-origin (COO) of a product would have an effect on consumers' product evaluation and their subsequent purchase behavior directly and indirectly through beliefs [1, 2 and 3]. Inferences (previous experience and usage of brand) and country of origin (COO) can affect how people evalu...
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| Main Authors: | , , |
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| Format: | Conference paper |
| Published: |
2023
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