| Author: | |
| Title: | Consumer perceptions of the United States and Japan as countries of origin: Implications for positioning U.S. exports to the Asia-Pacific region |
| Journal: | Journal of Asia-Pacific Business
1996 : VOL. 1:4, p. 3-23 |
| Index terms: | CONSUMER GOODS FAR EAST USA |
| Language: | eng |
| Abstract: | Country of origin cues often trigger global evaluations by which consumers infer the presence of quality, performance levels or product attributes that they are unable or unwilling to evaluate directly. This premise is used as a basis for this study in which the perceptions held by Malaysian, Taiwanese and Australian consumer samples regarding U.S. and Japanese-produced consumer goods were compared and contrasted. Across each market, Japanese imports were perceived as significantly more desirable along a number of perceptual dimensions. Implications for the strategic promotion and competitive repositioning of U.S. consumer goods within each market are developed. |
SCIMA