Brand Preference: Effects of Country of Origin and Brand's Personality Traits (CROSBI ID 527759)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
First, Ivana ; Grbac, Bruno
engleski
Brand Preference: Effects of Country of Origin and Brand's Personality Traits
This paper's goal is to examine how and why country of origin influences brand preference. The paper introduces mediating variable that measures extent to which brand personality traits are similar to personality traits appreciated in a given country. It is proposed that more similarity will cause higher brand preference. It is also hypothesized that both domestic and foreign brands could have personality traits more similar to country's appreciated personality traits ; therefore, without introducing mediating variable, it is difficult to predict direction of country of origin effect. This study proved explained mediating effect.
country of origin; brad preference; brand personality; personality traits
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Podaci o prilogu
1-14-x.
2007.
objavljeno
Podaci o matičnoj publikaciji
Papers from Thought Leaders International Conference on Brand Managament
Birmingham: Birmingham Business School, University of Birmingham
9780704426146
Podaci o skupu
Thought Leaders International Conference on Brand Managament
predavanje
24.04.2007-25.04.2007
Birmingham, Ujedinjeno Kraljevstvo