haku: @author Dekimpe, M.G. / yhteensä: 4
viite: 2 / 4
| Tekijä: | Lemmens, A. Croux, C. Dekimpe, M.G. |
| Otsikko: | Consumer confidence in Europe: united in diversity? |
| Lehti: | International Journal of Research in Marketing
2007 : JUN, VOL. 24:2, p. 113-127 |
| Asiasana: | European Union segmentation |
| Vapaa asiasana: | consumer confidence correlation |
| Kieli: | eng |
| Tiivistelmä: | The paper discusses the ongoing unification in the European political scene. That along with advances in consumer mobility and communication techonolgy raises the question whether the European Union can be treated as a single market to exploit potential synergy effects from pan-European marketing strategies. A more genaral segmetation basis id adopted in this paper to consider the homogeneity in the European countries' Consumer Confidence Indicators. The short-run fluctuations in consumer confidence appear to be largely country specific. The Consumer Confidence Indicators become more homogeneous as the planning horizon is extended, and it is inversely related to the economic and ciltural distance among various member states. |
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