Product Ethnicity

Details

Serval ID
serval:BIB_2A6EBC4518A0
Type
A part of a book
Collection
Publications
Title
Product Ethnicity
Title of the book
Wiley International Encyclopedia of Marketing. Vol. 6
Author(s)
Usunier  J.-C.
Publisher
John Wiley & Sons
ISBN
Online ISBN: 9781444316568
Publication state
Published
Issued date
03/2011
Editor
Daniel C. Bello , David A. Griffith 
Volume
6
Pages
176-178
Language
english
Abstract
n a globalizing world, products are increasingly stateless. Many products can be manufactured with a world-class technology, branded globally, and sold worldwide. However, consumers still make associations between products and countries, on the basis of objective information, language-based cues such as brand names, as well as commonly held stereotypes. Such associations reflect product ethnicity, which is based on country-product associations made by consumers with either product or country as initial stimulus, resulting in a combined two-way measurement.
Keywords
country of origin, product ethnicity, familiarity, involvement, collectivism
Create date
07/03/2011 10:58
Last modification date
21/08/2019 6:16
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