haku: @indexterm Country comparisons / yhteensä: 394
viite: 352 / 394
| Tekijä: | Min Han, C. |
| Otsikko: | Testing the role of country image in consumer choice behaviour. |
| Lehti: | European Journal of Marketing
1990 : VOL. 24:6, p. 24-40 |
| Asiasana: | CONSUMER RESEARCH PRODUCT IMAGE CONSUMER BEHAVIOUR COUNTRY COMPARISONS |
| Kieli: | eng |
| Tiivistelmä: | In examining the hypothesized role of country image as a halo in consumer choice behaviour, four specific hypotheses about country image as a halo were developed and tested: /1/ the role of country image in consumers' attitudes towards a brand, /2/ its role in purchase intentions, /3/ its role in product attribute ratings, and /4/ the role of country image for a product category in other categories from the same country. The test results are mixed supporting only the second and third hypotheses. Finally, theoretical and marketing implications of the findings are addressed. |
SCIMA