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| Tekijä: | Blunch, N. J. |
| Otsikko: | Image transfer - a growing problem for the international retail trade |
| Lehti: | Journal of Euromarketing
1996 : VOL. 5:1, p. 99-114 |
| Asiasana: | INTERNATIONAL TRADE RETAILING IMAGE |
| Kieli: | eng |
| Tiivistelmä: | Companies like McDonald's, Benneton and lately several supermarket chains are crossing the European borders. These companies are characterized by massive efforts to build up a common image for their outlets across the borders, but several of them have had to face the fact that a bad image spreads as easily as a good one! Because the mother company is usually far away it makes up a rather abstract concept in the consumer's mind, and rather than being based on personal relations with the firm in the marketplace the consumer's reaction towards the company will often have political or moral overtones, and therefore be very difficult for the company to cope with. |
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