期刊
CORPORATE REPUTATION REVIEW
卷 13, 期 1, 页码 52-62出版社
PALGRAVE MACMILLAN LTD
DOI: 10.1057/crr.2010.1
关键词
country reputation; country-of-origin effect; international marketing communication strategies; overall corporate reputations of a country
类别
The purpose of this study is to compare effects of country reputation and the overall corporate reputations of a country on international consumers' product attitudes and purchase intentions. The country-of-origin effect can be linked not only to country reputation but also to the overall corporate reputations of a country. Using a general public survey of American citizens, this study attempted to examine the relations between the American public's opinions of South Korea, South Korean corporations and South Korean products. Key findings and implications for communication strategies in international marketing are discussed.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据