INTERPRETING COUNTRY-OF-ORIGIN EFFECTS IN HIGH- AND LOW-CONTEXT CULTURE SOCIETIES
Purpose: To explore and describe how country-of-origin has its effect towards both high- and low-context culture societies. Theoretical perspectives: Country-of-origin effect, cultural context, international marketing. Methodology: A comparative study using six focus group discussions to obtain differences and similarities on country-of-origin effect in both high- and low-context culture societies