Country of Origin Effect : Attityder till produkter beroende på en produkts ursprungsland
Does a product's origin matter, in how the customer perceives and values the intended product? A most relevant question with regards to our now globalized and interconnected market. In this essay we intend to analyze the (co)variation between customer’s attitudes depending on the referent objec...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
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Högskolan i Gävle, Avdelningen för ekonomi
2016
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21385 |
| Summary: | Does a product's origin matter, in how the customer perceives and values the intended product? A most relevant question with regards to our now globalized and interconnected market. In this essay we intend to analyze the (co)variation between customer’s attitudes depending on the referent object’s origin. With regards to this we seek to carry out a comparative analysis between men and women to study whether the effects of Country of Origin (namely that the customer’s approach in purchases is affected by the origin of the product) matter. In today’s research there seems to be a lack of legitimate and comprehensive explanations regarding this correlation. Therefore, with this study we strive to find answers to contribute to the research gap. |
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