Celebrity and Foreign Brand Name as Moderators of Country-of-Origin Effects
Paul ChaoEastern Michigan University
Gerhard Wührer and Thomas WeraniJohannes Kepler University
INTRODUCTION
As more and more firms around the world, large and small, embrace global marketing as a viable business expansion strategy, consumers around the world are facing an increasing array of choices for products and services from many different countries. When firms expand into the global market-place they face several critical decision alternatives, including production locations, entry modes, advertising and promotions, which have significant ramifications for corporate global performance. The choices of specific strategic alternatives...