An assessment of demand artefacts in country-of-origin studies using three alternative approaches
Article Abstract:
The significance of country of origin (COO) effect is more effective in single cue and multi-cue list format condition than the multi-cue ad format condition. A single cue list format condition, however, produces a demand effect that is most plausible because the cue is the only source of the subject's inferences. A multi-cue also yields a prominent cue but it is less likely the focus of the inference. The attribution of demand effects to COO in past studies, however, may be swollen up. An experimental realism should be used in checking the relation between the demand effect and COO.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
Competitive environmental scanning and export involvement: an initial inquiry
Article Abstract:
Environmental scanning, or the gathering of data from which corporate plans are based, determines a company's stance in the internationalization process. At first, exporters focus exclusively on local markets and internal activities. Later, they gain interest in the outside environment and learn to monitor trade opportunities, competitors' activities, business external changes and government programs. Export success is achieved as export firms acquire more data through more competitive environmental scanning.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 1996
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Come up and see my etchings. The alternatives: origins
- Abstracts: Thatcherism RIP? The lady is for turning: health-service reforms
- Abstracts: GATT's next mountain? Company taxes. What the taxman takes
- Abstracts: No time for planning. Enhancement in conservation areas. Managing old towns
- Abstracts: How firms select professional services. The role of marketing in the company turnaround process. Successful cooperation in professional services: what characteristics should the customer have?