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Country-of-Origin Effects for Uni-National and Bi-National Products

Country-of-Origin Effects for Uni-National and Bi-National Products Abstract This study examines the effects of country-of-origin and brand name cues on consumer evaluations of uni-national and bi-national products and estimates the perceived values of such cues. From personal interviews with a regional quota sample of household residents, the study found the salience of country-of-origin in product evaluations under within-subject experimental design. Finally, managerial implications are discussed in regards to international branding and sourcing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of International Business Studies Springer Journals

Country-of-Origin Effects for Uni-National and Bi-National Products

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References (35)

Publisher
Springer Journals
Copyright
1988 Academy of International Business
ISSN
0047-2506
eISSN
1478-6990
DOI
10.1057/palgrave.jibs.8490379
Publisher site
See Article on Publisher Site

Abstract

Abstract This study examines the effects of country-of-origin and brand name cues on consumer evaluations of uni-national and bi-national products and estimates the perceived values of such cues. From personal interviews with a regional quota sample of household residents, the study found the salience of country-of-origin in product evaluations under within-subject experimental design. Finally, managerial implications are discussed in regards to international branding and sourcing strategies.

Journal

Journal of International Business StudiesSpringer Journals

Published: Jun 1, 1988

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