Country stereotypes in consumer judgemental strategies : effects of cue incongruity and product knowledge.
Marketing practitioners and researchers have long observed the influence of extrinsic product cues on consumer behaviour. In today's globalized marketplace, country-of-origin and brand name are two cues that have considerable influence on the consumer. As a result of multinational production an...
Saved in:
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Theses and Dissertations |
| Language: | English |
| Published: |
2009
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/20139 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Nanyang Technological University |
| Language: | English |