Country stereotypes in consumer judgemental strategies : effects of cue incongruity and product knowledge.

• المؤلف الرئيسي: Lye, Kah Hou.
• مؤلفون آخرون: Leong, Choon Chiang
• التنسيق: Theses and Dissertations
• اللغة: English
• منشور في: 2009
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/20139

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...