haku: @author Zhang, Y. / yhteensä: 20
viite: 17 / 20
| Tekijä: | Zhang, Y. |
| Otsikko: | Chinese consumers' evaluation of foreign products: the influence of culture, product types and product presentation format |
| Lehti: | European Journal of Marketing
1996 : VOL. 30:12, p. 50-68 |
| Asiasana: | CHINA CONSUMER BEHAVIOUR IMAGE PRODUCTS |
| Kieli: | eng |
| Tiivistelmä: | This paper focuses on Chinese consumers' perception of country of origin (COO) images and how such perceptions influence their product choices, attitudes and product evaluations. The paper also examines the effect of COO in the context of different presentation format and product types. Practitioners and researchers alike need to pay more attention to COO images in marketing to the Chinese consumers. Specification of COO effects can enhance the ability to predict reactions to foreign sourced products and help managers to make wiser promotional decisions. |
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