Apparel Products from a Country Not Known for Apparel: The Halo Effects of Country Image and Well-known Product Category
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The purpose of this study is to examine the two levels of halo effect (i.e., country image as halo, and a well-known product category as halo) in the context of apparel products and their influence on purchase intention. A country that is less-known for apparel but is well-known for another product category will be selected for empirical testing.