Country of Origin Effect: Looking Back and Moving Forward - Hardcover

 
9780367201883: Country of Origin Effect: Looking Back and Moving Forward
Hardcover
ISBN 10: 0367201887 ISBN 13: 9780367201883
Verlag: Taylor & Francis Ltd, 2019

Inhaltsangabe

This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies.

The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands.

As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.

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Über die Autorin bzw. den Autor

Isaac Cheah is Senior Lecturer in the School of Marketing at Curtin University, Australia.

Ian Phau

is Head of the School of Marketing at Curtin University, Australia.

Gaetano Aiello

is Head of the Department of Economics and Management at the University of Florence, Italy.

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Verlag
Taylor & Francis Ltd
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
0367201887
ISBN 13 
9780367201883
Einband
Gebundene Ausgabe
Anzahl der Seiten
154
Herausgeber
Cheah Isaac, Phau Ian, Aiello Gaetano
Kontakt zum Hersteller
Routledge
https://www.routledge-ny.com/

Stockst?dter Str. 20
Gro?ostheim
Bayern
Deutschland

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Vorgestellte Ausgabe

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Softcover