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Country of origin research revisited : seeking new methods and variables.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bradford, West Yorkshire :
Emerald Publishing Limited,
2017.
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| Colección: | International Marketing Review.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Covers; Editorial boards; Guest editorial; Inconsistencies in the behavioural effects of consumer ethnocentrism; The EU as superordinate brand origin: an entitativity perspective; COO vs ROO: importance of the origin in customer preferences towards financial entities; Country of origin effects ininternational marketing channels; Buy-national campaigns: congruence determines premiums for domestic products; Country of origin effects on brandimage, brand evaluation, and purchase intention; A store brand's country-of-originor store image: what mattersto consumers?
- Drawing negative inferences from a positive country-of-origin imageThe effect of COO on retail buyers' propensity to trial new products; Country of origin and ethnocentrism in the context of lateral, upward and downward migration.