Naslov
Brand Preference: Effects of Country of Origin and Brand's Personality Traits

Autori
First, Ivana ; Grbac, Bruno

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Papers from Thought Leaders International Conference on Brand Managament / - Birmingham : Birmingham Business School, University of Birmingham, 2007, 1-14

ISBN
9780704426146

Skup
Thought Leaders International Conference on Brand Managament

Mjesto i datum
Birmingham, Ujedinjeno Kraljevstvo, 24.04.2007. - 25.04.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
country of origin; brad preference; brand personality; personality traits

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA