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Ritesh TIWARI

1. Comparing Global Brand and Country of Origin Cues
Rezumat:This study compares two prominent cues used in product evaluations. It examines the existence of country of origin effects and evaluates its impact in comparison to that of a global brand. The respondents were young Indians. Using a fictitious brand name, and using a 2 x 2 experimental design setup to collect data, the product category of laptops was investigated to address the research question. Results indicate that both brand name and country of origin effects are relevant for evaluative purposes. It is inferred that overall evaluation of a global brand overrides the country of origin effects.
Autor(i):Ritesh TIWARI
Publicat în:Revista Română de Marketing 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)
Cod citare:7743

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