Product-country images: impact and role in international marketing
Auteur :
Papadopoulos, Nicolas / Heslop, Louise A
Éditeur :
Taylor & Francis Inc
ISBN :
9781560242369
Date de publication :
13 mai 1993
Dimensions :
22,9 x 15,2 cm
Poids :
1090 g
Langue :
Anglais
Pays d'origine :
USA
National stereotyping and consumer bias in favour of or against countries, based on their image, have been known to influence marketplace decisions. This work discusses the nature, role and influence of product-country images in international marketing strategy and consumer behaviour.