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  2. School of Management and Law
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  4. Publikationen School of Management and Law
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dc.contributor.authorBjörck, Albena-
dc.contributor.authorCarvajal-Ramirez, Michelle-
dc.date.accessioned2021-02-11T09:44:37Z-
dc.date.available2021-02-11T09:44:37Z-
dc.date.issued2020-
dc.identifier.issn2288-825Xde_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/21627-
dc.description.abstractManagers in an attempt to provide their companies a greater growth opportunities are taking their products and brands to an international level (Ghantous, Iii, 2008). When internationalizing, the product’s quality, reputation and other characteristics can be determined by its origins, as consumers tend to hold stereotyped images of products made in different countries. Hence, the country of origin (COO) constitutes an important extrinsic cue that consumers use to evaluate foreign products which they are not familiar with it (Okechuku, 1994; WTO, 2018). The COO impacts directly consumers’ evaluation process and indirectly consumers’ purchase process (Saran, Gupta, 2012). This phenomenon was first studied by Schooler (1965), and it is said to be "one of the widest research concepts in all the international business, consumer behavior, and marketing literature" combined (Pharr, 2005).de_CH
dc.language.isoende_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectBrand communicationde_CH
dc.subjectBrand originde_CH
dc.subjectCountry of origin effectde_CH
dc.subjectDeveloping market brandde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.titleDoes brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed marketde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
dc.identifier.doi10.15444/GMC2020.02.05.02de_CH
zhaw.conference.detailsGlobal Marketing Conference 2020, Seoul (Virtual Conference), 5-8 November 2020de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end177de_CH
zhaw.pages.start174de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewPeer review (Abstract)de_CH
zhaw.title.proceedings2020 Global Marketing Conference at Seoul Proceedingsde_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Björck, A., & Carvajal-Ramirez, M. (2020). Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market [Conference paper]. 2020 Global Marketing Conference at Seoul Proceedings, 174–177. https://doi.org/10.15444/GMC2020.02.05.02
Björck, A. and Carvajal-Ramirez, M. (2020) ‘Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market’, in 2020 Global Marketing Conference at Seoul Proceedings, pp. 174–177. Available at: https://doi.org/10.15444/GMC2020.02.05.02.
A. Björck and M. Carvajal-Ramirez, “Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market,” in 2020 Global Marketing Conference at Seoul Proceedings, 2020, pp. 174–177. doi: 10.15444/GMC2020.02.05.02.
BJÖRCK, Albena und Michelle CARVAJAL-RAMIREZ, 2020. Does brand origin matter? : an analysis of low-involvement developing market brands internationalizing into a developed market. In: 2020 Global Marketing Conference at Seoul Proceedings. Conference paper. 2020. S. 174–177
Björck, Albena, and Michelle Carvajal-Ramirez. 2020. “Does Brand Origin Matter? : An Analysis of Low-Involvement Developing Market Brands Internationalizing into a Developed Market.” Conference paper. In 2020 Global Marketing Conference at Seoul Proceedings, 174–77. https://doi.org/10.15444/GMC2020.02.05.02.
Björck, Albena, and Michelle Carvajal-Ramirez. “Does Brand Origin Matter? : An Analysis of Low-Involvement Developing Market Brands Internationalizing into a Developed Market.” 2020 Global Marketing Conference at Seoul Proceedings, 2020, pp. 174–77, https://doi.org/10.15444/GMC2020.02.05.02.


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