Sökning: "Manuel Lang"
Hittade 1 uppsats innehållade orden Manuel Lang.
1. The Enchilada effect: Do ethnocentrism,affinity & PCI influence the COO effect onconsumers’ foreign product attribute andtype preferences?
Magister-uppsats, IHH, Marketing and LogisticsSammanfattning : Purpose: To identify the relevance ethnocentrism, affinity and product country-image (the three theory effect affectionately called “the enchilada effect” by the authors) have on the consumers’ decision-making process as well as their effect on the consumers’ preferences for certain product attribute importance and types. Problem: In modern society most marketplaces around the world are full of foreign products. LÄS MER
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