A store brand’s country-of-origin or store image: what matters to consumers?
作者: Tony C. GarrettSungkyu LeeKyounghee Chu
作者单位: 1Korea University Business School, Korea University , Seoul, Republic of Korea
2Institute for Business Research and Education, Korea University , Seoul, Republic of Korea
刊名: International Marketing Review, 2017, Vol.34 (2), pp.272-292
来源数据库: Emerald Journal
DOI: 10.1108/IMR-03-2015-0083
关键词: Country-of-originInternational marketingStore brandStore imageRegulatory focus
原始语种摘要: Purpose(#br)The purpose of this paper is to assess the relative importance of country-of-origin (COO) and its dimensions – country of design (COD), country of technology (COT), and country of manufacture (COM) – in comparison to store image in terms of consumer product evaluation and purchase intention of store brands. The authors also explore consumer regulatory focus effects. (#br)Design/methodology/approach(#br)Empirical data were collected from 270 young Korean adults. Two scenarios were given using two high-involvement store brands, an electronic product and clothing product that have hedonic and utilitarian elements. Data analysis was conducted using AMOS structural equation modeling software. (#br)Findings(#br)COO affects product evaluation and purchase intention and store image...
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