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Country-of-origin preferences of distribution channel gatekeepers when sourcing food imports were investigated using in-depth interviews in five European markets. Channel member perceptions of product-country image related more to specific issues of confidence and trust in integrity of production, certification and regulatory systems than to country image stereotypes. This study integrates these trust-determining factors with price-perceived value constructs in order to build a comprehensive model applicable to food channel gatekeepers. Journal of International Business Studies (2007) 38, 107–125. doi:10.1057/palgrave.jibs.8400250

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