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Country of Origin Effect and Reputation of Spanish Brands

 

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  • Product Description
 

Country of origin effect is one key factor, often ignored, of brands. In today’s business world, companies need to understand the implications of COO effects on their products and brands. This paper looks at the influence of COO on consumers’ product evaluations and purchase intentions. In particular, Spanish COO is chosen as the study context. The first phase of the paper involves the analysis of the implications of COO on consumer behavior through a study of previous literature. In a second phase an empirical study is conducted in order to analyse consumer’s evaluations of COO and the perceptions of Spanish COO products. The analysis illustrates the relevance of COO for different product categories, the perceptions of Spanish origin products, and the associations of Spain as country of origin. The last phase leads to the implications of Spanish COO on brands and addresses the positive/negative effect of the “made in Spain” for brands’ image. The findings of the research have implications for Spanish firms in order to develop strategies to counter / leverage the impact of COO on their brands.

Product Specifications
SKU :COC64641
AuthorJennifer García
LanguageEnglish
BindingPaperback
Number of Pages156
Publishing Year2013-08-25T00:00:00.000
ISBN9783659445910
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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