In light of the COVID-19 pandemic, there has been a notable increase in global awareness among businesses and consumers regarding environmental preservation and health concerns. The degree to which in
In 2022, Trung Nguyen Coffee was the most recognizable coffee chain among Vietnamese consumers, as suggested by 75 percent of the respondents in the country. Highlands Coffee was the chain with the se
ABSTRACT Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the count
