search query: @indexterm brand names / total: 212
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| Author: | Ettenson, R. |
| Title: | Brand name and country of origin effects in the emerging market economies of Russia, Poland and Hungary |
| Journal: | International Marketing Review
1993 : VOL. 10:5, p. 14-36 |
| Index terms: | BRAND NAMES CONSUMER BEHAVIOUR HUNGARY RUSSIA POLAND |
| Language: | eng |
| Abstract: | The globalization of the world's economy continues to expose consumers to a wider range of "foreign" products than ever before. This trend, coupled with the dramatic reforms sweeping the economic landscapes of Russia and Eastern Europe, suggests that consumers in former Socialist countries are becoming more active participants in the global marketplace. The purpose of this study is to explore the effect of brand name and country of origin information on the decision behavior of Russian, Polish and Hungarian consumers. |
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