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

• 主要作者: Lye, Kah Hou.
• 其他作者: Leong, Choon Chiang
• 格式: Theses and Dissertations
• 語言: English
• 出版: 2009
• 主題: DRNTU::Business::Marketing::Consumer behavior
• 在線閱讀: http://hdl.handle.net/10356/20139
• 機構: Nanyang Technological University

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...