Cultural Variations in Country of Origin Effects

The authors examine the extent to which cultural orientation influences country of origin effects on product evaluations in two countries (Japan and the United States). Subjects were given attribute information about a mountain bike made in either Japan or the United States. The target product was d...

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Veröffentlicht in:	Journal of marketing research 2000-08, Vol.37 (3), p.309-317
Hauptverfasser:	Gürhan-Canli, Zeynep, Maheswaran, Durairaj
Format:	Artikel
Sprache:	eng
Schlagworte:	All terrain bicycles Bicycles Collectivism Consumer attitudes Consumer behavior Consumers Cross cultural studies Cultural differences Culture Individualism Market strategy Marketing Objectives Polls & surveys Product development Product quality Statistical analysis
Online-Zugang:	Volltext
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