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  1. 1. Country of origin : Does it really matter in the current globalization?

    Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Fredrik Cöster; Vidar Hwang; Johan Svensson; [2015]
    Nyckelord :Country of origin; COO; Product evaluation; Purchase intention; Product involvement; Online shopping; Fashion clothing;

    Sammanfattning : COO is a construct that refers to the country which a consumer associates a certain product or brand as being its source, regardless of where the product is actually produced. Scholars like Magnusson et al. (2011) argue that COO is a salient cue in consumers’ product evaluation and purchase intention. LÄS MER