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

 
9780367201883: Country of Origin Effect: Looking Back and Moving Forward
Rilegato
ISBN 10: 0367201887 ISBN 13: 9780367201883
Casa editrice: Routledge, 2019

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

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.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Routledge
Data di pubblicazione
2019
Lingua
Inglese
ISBN 10 
0367201887
ISBN 13 
9780367201883
Rilegatura
Copertina rigida
Numero edizione
1
Numero di pagine
154
Redattore
Cheah Isaac, Phau Ian, Aiello Gaetano
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania

Altre edizioni note dello stesso titolo

9780367660970: Country of Origin Effect: Looking Back and Moving Forward

Edizione in evidenza

ISBN 10:  0367660970 ISBN 13:  9780367660970
Casa editrice: Routledge, 2020
Brossura