Abstract
This dissertation investigates the impact of country of origin on the
brand perception of consumers from developed and emerging countries.
Particularly, the aim is to explore the impact of the country of origin on the
Western consumers’ brand perception of high involvement products with
multiple countries of origin and the Central Eastern European consumers’
brand perception of low involvement products from developed countries. It
comprises a summary report, consisting of an introduction, a methodology
chapter, a conclusions chapter and four research papers.
brand perception of consumers from developed and emerging countries.
Particularly, the aim is to explore the impact of the country of origin on the
Western consumers’ brand perception of high involvement products with
multiple countries of origin and the Central Eastern European consumers’
brand perception of low involvement products from developed countries. It
comprises a summary report, consisting of an introduction, a methodology
chapter, a conclusions chapter and four research papers.
| Originalsprog | Engelsk |
|---|---|
| Tidsskrift | Ph.d.-serien for Det Samfundsvidenskabelige Fakultet, Aalborg Universitet |
| DOI | |
| Status | Udgivet - 2014 |