The Effects of Country of Origin on Customer Purchase Intention. The Effects of Country of Origin, Perceived Quality, And Brand Image on the Purchase Intention of Etude House

      Аннотация: A quick and simple guide to International Business and Global Marketing, Taking Etude House, One of the leading brands and pioneers of the cosmetics industry in South Korea. Etude House has flourished its brand over the years and has managed to expand its brand globally. In this book, we are going to discuss and elaborate their methods of success, how country of origin, perceived quality and brand image effects the customer purchase intention and also what they can do to further expand their brand, globally.

Ключевые слова: International Business, Global Marketing, International Marketing, country of origin, brand image, Branding, Management, Perceived Quality, purchase intention, Business Management, Etude House, Cosmetics Industry, South Korea, cosmetics, business strategy, Customer Purchase Intention, Country-of-Origin