Country image: consumer evaluation of product category extensions

Investigates the transferability of country images from well‐known products to new product categories. States that analysis of data indicates that consumers’ perceptions of new products from a given country are related to the image they hold for well‐known products from that country. Further, the extent of transferability of beliefs is moderated by the extent of perceived similarity between the well‐known and the new product categories.

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Year of publication:	1996
Authors:	Agarwal, Sanjeev ; Sikri, Sameer
Published in:	International Marketing Review. - MCB UP Ltd, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 13.1996, 4, p. 23-39
Publisher:	MCB UP Ltd
Subject:	Consumer attitudes \| Country of origin \| Image \| Perceptions \| Product launch

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Type of publication:	Article
Type of publication (narrower categories):	review
Language:	English
Other identifiers:	10.1108/02651339610127239 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014827731