search query: @author Janda, S. / total: 6
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Author: | Janda, S. Rao, C. |
Title: | The effect of country-of-origin related stereotypes and personal beliefs on product evaluation |
Journal: | Psychology and Marketing
1997 : OCT, VOL. 14:7, p. 689-702 |
Index terms: | PSYCHOLOGY MARKETING CORPORATE CULTURE |
Language: | eng |
Abstract: | The country-of-origin effect has been the focus of numerous studies in international marketing. The concept of stereotypes assumes importance in the study of country-of-origin effects. However, past research has failed to consider the cognitive structures that influence a person's use of the country-of-origin factor in product evaluation. This article attempts to fill this gap through a conceptualization that suggests that the country of origin may be an outcome of a combination of two processes -- cultural stereotypes and personal beliefs. |
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