Moscow School of Social and Economic Sciences

From stigma to substitution: a qualitative study on consumer reevaluation of the “Made in China” label in a disrupted automobile market

Purpose This study aims to explore how consumers reevaluate deeply integrated country-of-origin (COO) stigmas in the context of market disruption. The authors aim to examine consumers’ perceptions of “Made in China” and highlight the legitimation mechanisms they use to navigate t...