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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Bibliographic Details
Main Authors: Said, M., Hassan, F., Musa, R.
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Published: 2018
Online Access:http://dspace.uniten.edu.my/jspui/handle/123456789/7520
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