Spaniards and Spanish product image amont the Chinese: implications for marketing strategies
Fecha
2016Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión publicada / Argitaratu den bertsioa
Impacto
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nodoi-noplumx
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Resumen
This article reports the results of an exploratory study among the Chinese
about General Country Attributes (GCA) and General Product Attributes
(GPA) in Spain. The objective of the research is to measure the images of
the people and the products. Country and product image are important
variables that help explain, and can also affect, the consumers’ readiness
to buy. Having lived in or havi ...
[++]
This article reports the results of an exploratory study among the Chinese
about General Country Attributes (GCA) and General Product Attributes
(GPA) in Spain. The objective of the research is to measure the images of
the people and the products. Country and product image are important
variables that help explain, and can also affect, the consumers’ readiness
to buy. Having lived in or having visited the target country has a negative
influence on the country-of-origin image. Women and young Chinese
people share more leniency than men when judging the people and the
products. [--]
Materias
Country of origin,
General country attributes,
General product attributes,
China,
Spain,
Measure the images of people,
Measure the images of product,
Country and product image
Editor
Cambridge Scholars Publishing
Publicado en
Journal of China Marketing 2016; 6(1): 79-95
Departamento
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila