Country of Origin Effect : Looking Back and Moving Forward

Language: English

Published by Taylor & Francis, Routledge, 2020

0367660970 / 9780367660970

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers' preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.

Seller Inventory # 9780367660970

Title
Country of Origin Effect : Looking Back and Moving Forward
Author
Isaac Cheah
Publisher
Taylor & Francis, Routledge
Publication year
2020
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
0367660970
ISBN 13
9780367660970
Item weight
300 grams
Dimensions
246x174x9 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

Item30 to 40 business days7 to 14 business days
First itemUS$ 71.25US$ 82.83
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