Brazil?s image and the attitude toward Brazilian products: A study on the country-of-origin effect - Image 1

£51.00

VDM Verlag Brazil?s image and the attitude toward Brazilian products: A study on the country-of-origin effect

Name: Brazil?s image and the attitude toward Brazilian products: A study on the country-of-origin effect
Brand: VDM Verlag
Price: 51.0 GBP
Availability: InStock

Call Centre Management

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Description

At the same time that market globalization has progressed, there has been a growing expansion of studies on the country-of-origin (COO) effect. In general, it is admitted that COO influences consumer?s product evaluations and purchase decisions. Organizations deal with limited resources, so they need to develop strategies that are appropriated for their budgets. In this sense, COO may be used as a differentiation strategy for Brazilian products in international markets. However, in Brazil the studies about the COO effect are still on their first steps, indicating the relevance of this book?s contribution. The main purpose was to investigate the influence COO image has on the attitude towards foreign products. This relation was verified by a research whose focus was Brazil as a COO of high and low-involvement products. Brazilian products analyzed were cow meat, fresh fruits, shoes and furniture. Research?s population comprised Dutch undergraduate students. Results showed that Brazil?s image negatively affects the attitudes towards Brazilian products. This book could help Brazilian companies that need to deal with issues related to COO in their international marketing activities.

Product Specifications

Brand: VDM Verlag
Format: paperback
ASIN: 3639237730
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 19 February 2010
Listed Since: 25 February 2010

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VDM Verlag Brazil?s image and the attitude toward Brazilian products: A study on the country-of-origin effect

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