An extraordinarily intriguing research that present how various variables such as Country of Origin Image of a Product, Consumer Ethnocentrism, Consumer Intention to adopt a product and Consumer Involvement; play a vital role in wining or loosing the battle of products and brands in the minds of the customer. It also enlightens the much needed perspective of the Developing Countries with reference to the Country of Origin Image Effects.

Author is a passionate researcher in the field of Marketing. Mostly interested areas of research are International marketing, consumer behaviour, brand management and digital marketing. This book is very informative and interesting as it presents how the country of origin image of a product effects the consumers' product involvement levels.