现货Country of Origin Effect: Looking Back and Moving Forward[9780367201883]

1331 九五品

库存2件

上海宝山

认证卖家担保交易快速发货售后保障

作者Cheah, Isaac ; Phau, Ian ; Aiello, Gaetano

出版社Routledge

ISBN9780367201883

出版时间2019-02

装帧精装

纸张其他

页数164页

正文语种英语

上书时间2023-04-17

已实名已认证进店收藏店铺

商品描述: 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 stu