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The human values’ lenses of country of origin images

The human values’ lenses of country of origin images By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in a country’s language as well as demographic differences are included as control variables. Results indicated that human values can predict better country of origin images than other variables. However, the predictive ability of different human values was inconsistent across the two samples, suggesting that the context within which values are developed is important. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

The human values’ lenses of country of origin images

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330210451935
Publisher site
See Article on Publisher Site

Abstract

By using a core element of culture, human values, the paper seeks to identify patterns in the way individuals perceive other countries and their products. Based on the above a conceptual framework and a set of hypotheses were developed. Variables such as direct contact with a country, fluency in a country’s language as well as demographic differences are included as control variables. Results indicated that human values can predict better country of origin images than other variables. However, the predictive ability of different human values was inconsistent across the two samples, suggesting that the context within which values are developed is important.

Journal

International Marketing ReviewEmerald Publishing

Published: Dec 1, 2002

Keywords: National cultures; Market research; Import; Consumer behaviour

References