search query: @author Coulter, R.A. / total: 5
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| Author: | Coulter, R.A. Feick, L.F. Price, L.L. |
| Title: | Changing faces: cosmetics opinion leadership among women in the new Hungary |
| Journal: | European Journal of Marketing
2002 : VOL. 36:11-12, p. 1287-1308 |
| Index terms: | Consumer behaviour Cosmetics industry Opinion leadership Transition economies Hungary |
| Language: | eng |
| Abstract: | Research conducted in the early 1990s in Hungary indicated a lack of knowledgeable and influential personal sources in the cosmetics product category. The purpose of this article is to examine women cosmetics opinion leaders in Hungary approximately ten years into the country's transition to market economy. Because of the evolution of the cosmetics market over the past decade and Hungarian women's increased involvement with cosmetics, the authors explored to see the emergence of opinion leadership in the product category. |
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