How national identity and country-of-origin influence consumer choice

Based on an interview with Katharina P. Zeugner-Roth on her paper “Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism,” coauthored with Peter M. Fischer (Marketing Letters, 2017). New research by Katharina P. Zeugner-Roth looks at how product