Countryoforigin effects in service evaluation in emerging markets some insights from five West African countries

Purpose The purpose of this paper is to explore countryoforigin COO effects on service evaluation in an emerging market. Designmethodologyapproach To gain insight, 24 indepth interviews were conducted with stakeholders in five West African countries. A conjoint analysis was also conducted to further...

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Veröffentlicht in:	The Journal of business & industrial marketing 2008-08, Vol.23 (6), p.429-437
Hauptverfasser:	Ferguson, Jodie L., Dadzie, Kofi Q., Johnston, Wesley J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Country of origin Culture Emerging markets Ethnocentrism West Africa
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