haku: @author Zhang, Y. / yhteensä: 20
viite: 18 / 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: | CONSUMER BEHAVIOUR PRODUCTS IMAGE CHINA |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates Chinese consumers' perception of country of origin (COO) images and how these perceptions influence their attitudes, product evaluations and product choices. The effect of COO in the context of different presentation format and product types was also examined. Cultural similarity does not seem to moderate the COO effect: products from from the USA and Japan were more favourable than products from South Korea. Researchers and practitioners should pay more attention to COO igames in marketing to China. Specification of COO effects helps to predict consumer reactions to foreign products and to make better promotional decisions. |
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