Determinant of Brand Origin Recognition Accuracy (BORA) score and need for cognition as moderator: A conceptual paper

• Main Authors: Teo, Poh-Chuin, Ho, Theresa C. F., Ahmad, Fauziah, Choo, Ling Suan
• Format: Conference or Workshop Item
• Published: 2021
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/96493/; http://dx.doi.org/10.1109/DASA53625.2021.9682321

As one of the most sought after research topics in the area of marketing, country of origin (COO) that introduced by Schooler in 1965 has been studies in many countries across industries. Subsequently, researchers studied about brand's COO and later questioned about the relevancy of this inform...