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Country of Origin Effect and Reputation of Spanish Brands. A Literature Review, an Empirical Study
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Jennifer Garc?a
ISBN: 9783659445910
Год издания: 2013
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 156
Издательство: LAP LAMBERT Academic Publishing
Цена: 37267 тг
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Сферы деятельности:Код товара: 125707
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Аннотация: Country of origin effect is one key factor, often ignored, of brands. In today’s business world, companies need to understand the implications of COO effects on their products and brands. This paper looks at the influence of COO on consumers’ product evaluations and purchase intentions. In particular, Spanish COO is chosen as the study context. The first phase of the paper involves the analysis of the implications of COO on consumer behavior through a study of previous literature. In a second phase an empirical study is conducted in order to analyse consumer’s evaluations of COO and the perceptions of Spanish COO products. The analysis illustrates the relevance of COO for different product categories, the perceptions of Spanish origin products, and the associations of Spain as country of origin. The last phase leads to the implications of Spanish COO on brands and addresses the positive/negative effect of the “made in Spain” for brands’ image. The findings of the research have implications for Spanish firms in order to develop strategies to counter / leverage the impact of COO on their brands.
Ключевые слова: Spanish, country image, reputation, country of origin, CO, COO, Col, made in, BORA
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