Country stereotypes in consumer judgemental strategies : effects of cue incongruity and product knowledge.
Marketing practitioners and researchers have long observed the influence of extrinsic product cues on consumer behaviour. In today's globalized marketplace, country-of-origin and brand name are two cues that have considerable influence on the consumer. As a result of multinational production an...
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| Format: | Thesis |
| Language: | English |
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2009
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| Online Access: | http://hdl.handle.net/10356/20139 |