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1. 1. Country-of-origin effect: Expanding brands from Taiwan to Lithuania

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Julija Jadzeviciute; Ching Yen Yang; [2020]
   Keywords : East Asian COO effect; Moderators of COO effect; Product evaluation; Brand equity; Asian brand challenges; Business and Economics;

   Abstract : Thesis purpose: The purpose of this paper is to understand how Taiwanese brands can manage the country-of-origin effect on product evaluation in Lithuania. Methodology: This is a quantitative research based on primary data collected in Lithuania. READ MORE