Product Ethnicity

Détails

ID Serval
serval:BIB_2A6EBC4518A0
Type
Partie de livre
Collection
Publications
Titre
Product Ethnicity
Titre du livre
Wiley International Encyclopedia of Marketing. Vol. 6
Auteur(s)
Usunier  J.-C.
Editeur
John Wiley & Sons
ISBN
Online ISBN: 9781444316568
Statut éditorial
Publié
Date de publication
03/2011
Editeur scientifique
Daniel C. Bello , David A. Griffith 
Volume
6
Pages
176-178
Langue
anglais
Résumé
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.
Mots-clé
country of origin, product ethnicity, familiarity, involvement, collectivism
Création de la notice
07/03/2011 9:58
Dernière modification de la notice
21/08/2019 5:16
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