Effect of country image and materialism on the quality evaluation of Korean products: Empirical findings from four countries with varying economic development status

PurposeIt is critical to understand how global consumers evaluate the quality of Asian products while marketing Asian products in the global marketplaces. The purpose of this paper is to examine the impact of Korea’s macro and micro country image and global consumers’ materialism level on the qualit...

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Veröffentlicht in:Asia Pacific journal of marketing and logistics 2020-02, Vol.32 (2), p.386-405
Hauptverfasser: Jin, Byoungho Ellie, Kim, Naeun Lauren, Yang, Heesoon, Jung, Minji
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Sprache:eng
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