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Efekt kraju przeznaczenia eksportu

Efekt kraju przeznaczenia eksportu

Rong Huang / Shenyu Li / Tuan Anh Luong

34,01 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786206806622
34,01 €
IVA incluido
Disponible

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Sobre IBD

Niniejsze badanie wprowadza nową koncepcję marketingu międzynarodowego: efekt kraju przeznaczenia eksportu (COED) na poziomie konsumenta. Wyniki tego badania pokazują, że COED wpływa na ocenę jakości, preferencje i zamiar zakupu produktu wytwarzanego w kraju, ale dostępnego zarówno w kraju, jak i za granicą. W szczególności, wiedza konsumentów o produkcie negatywnie moderuje wpływ COED na ocenę jakości samochodu i mebli mahoniowych. Odkrycie to jest podobne do efektu aureoli w literaturze dotyczącej kraju pochodzenia (COO). Ponadto różne miejsca docelowe eksportu mają różny wpływ na preferencje konsumentów i zamiar zakupu. W przeciwieństwie do badań w literaturze dotyczącej COO, niniejsze badanie pokazuje, że nacjonalizm i internacjonalizm są pozytywnie powiązane z zamiarem zakupu eksportowanego produktu. Patriotyzm jest jednak negatywnie powiązany z zamiarem zakupu eksportowanego produktu przez konsumenta.

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