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| Tekijä: | Fenwick, G. D. Wright, C. I. |
| Otsikko: | Effect of a buy-national campaign on member firm performance |
| Lehti: | Journal of Business Research
2000 : FEB, VOL. 47:2, p. 135-145 |
| Asiasana: | Consumer behaviour Purchasing Advertising campaigns Performance appraisal Companies Market research Asia |
| Kieli: | eng |
| Tiivistelmä: | Country of origin (COO) effects on consumer purchasing processes have been studied extensively. However, the effectiveness of using this cue to encourage buying of domestically produced goods is poorly understood. The performance of firms belonging to the Buy New Zealand-Made Campaign over its first 5 yrs is compared with that of non-participating firms in 4 industries. Annual sales and staff numbers changed over the period, but differences btw. campaign members and non-members within each industry were not significant. These findings are discussed. |
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