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Effetti del Paese di destinazione delle esportazioni

Effetti del Paese di destinazione delle esportazioni

Rong Huang / Shenyu Li / Tuan Anh Luong

34,01 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786206806660
34,01 €
IVA incluido
Disponible

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Sobre IBD

Questo studio introduce un nuovo concetto di marketing internazionale: l’effetto Paese di destinazione delle esportazioni (COED) a livello di consumatori. I risultati di questo studio dimostrano che il COED influenza la valutazione della qualità, la preferenza e l’intenzione d’acquisto dei consumatori nazionali nei confronti di un prodotto fabbricato in patria, ma disponibile sia a livello nazionale che internazionale. In particolare, la conoscenza del prodotto da parte dei consumatori modera negativamente l’effetto del COED sulla valutazione della qualità dell’automobile e dei mobili in mogano. Questo risultato è simile all’effetto alone nella letteratura sul Paese d’origine (COO). Inoltre, le diverse destinazioni di esportazione hanno effetti diversi sulla preferenza e sull’intenzione di acquisto dei consumatori. A differenza degli studi della letteratura COO, questa ricerca dimostra che il nazionalismo e l’internazionalismo sono positivamente correlati all’intenzione di acquistare un prodotto esportato. Il patriottismo, invece, è correlato negativamente all’intenzione del consumatore di acquistare un prodotto esportato.

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