LIBROS DEL AUTOR: peter hennebichler

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  • County of Origin Knowledge- Insights into Consumers’ Knowledge
    Peter Hennebichler
    The effect of the country of origin of a product is an important influence inconsumers’ product evaluations and has been studied for more than 40years. Marketing practice shows that consumers ascribe abilities to certaincountries (e.g. 'German Engineering', 'French Cheese') and use such positiveperceptions in the formation of purchase decisions. It becomes, however,more and mor...
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