search query: @author Hooley, G.J. / total: 4
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| Author: | Hooley, G.J. Shipley, D. Krieger, N. |
| Title: | A method for modelling consumer perceptions of country of origin |
| Journal: | International Marketing Review
1988 : AUTUMN, VOL. 5:3, p. 67-76 |
| Index terms: | MARKETING MODELS PRODUCT IMAGE CONSUMER ATTITUDES |
| Language: | eng |
| Abstract: | A report on a two stage analytical procedure, based on product and brand mapping techniques for modelling consumer perceptions concerning country of origin, but products and brands were replaced by the originating country to isolate the effects of the country on the image. Based on two studies: a consumer durable product (automobiles) and fast moving consumer goods (FMCG), fresh fruit and vegetables. Literature background, proposed methodology and managerial implications. Two Tables and two Figures cover origins of cars and fruit and vegetables. |
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