Sökning: "Manuel Lang"

Hittade 1 uppsats innehållade orden Manuel Lang.

  1. 1. The Enchilada effect: Do ethnocentrism,affinity & PCI influence the COO effect onconsumers’ foreign product attribute andtype preferences?

    Magister-uppsats, IHH, Marketing and Logistics

    Författare :Victor Manuel Reynoso Landeros; Sebastian Lang; [2011]
    Nyckelord :COO; CETSCALE; consumer behavior; Mexico; conjoint; affinity;

    Sammanfattning : 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