Essays about: "Marketing Ethnocentrism"
Showing result 1 - 5 of 6 essays containing the words Marketing Ethnocentrism.
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1. THE MARKETING IN EASTERN EUROPE. AN ANALYSIS FROM THE COMMUNIST PHASE TO THE PRESENT TIME
University essay from Umeå universitet/FöretagsekonomiAbstract : The purpose of this thesis is to deliver an integrated overview on the development of marketing in the Eastern European countries from the communist era to the present time and answer the main research question: How has marketing in the Eastern European countries changed from the communist era to the present time? In addition to this, three propositions are composed and further investigated. The research philosophy of this thesis is based on a subjectivist ontological view and an interpretivist epistemological approach. READ MORE
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2. What factors are influencing domestic purchasers in their purchase of imported low-involvement products due to the products' country-of-origin? : - A case study of a natural stones importer
University essay from Umeå universitet/FöretagsekonomiAbstract : The author has applied an abductive research design and performed a case study which includes a survey and e-mail interviews of workers within the construction industry. The purpose of the survey and the interviews is to investigate what factors may be the most influential for individuals in establishing their apprehension of natural stones. READ MORE
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3. The Virtue of Patriotism - A Comparative Study between Swedish and Greek Buy-Domestic Campaigns in the Midst of Financial Crisis
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The aim with this study is to, from a cross-cultural perspective, present an exploratory investigation of the relationship between buy-domestic campaigns, ethnocentrism and consumer behavior among 18-24 year old citizens in Greece and Sweden during the time period of the European financial crisis. Theoretical Framework: This research project investigates buy-domestic campaigns from an ethnocentric perspective, drawing on a comprehensive framework from the fields of political consumerism, consumer behavior and advertising. READ MORE
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4. The Enchilada effect: Do ethnocentrism,affinity & PCI influence the COO effect onconsumers’ foreign product attribute andtype preferences?
University essay from IHH, Marketing and LogisticsAbstract : Purpose: To identify the relevance ethnocentrism, affinity and product country-image (the three theory effect affectionately called “the enchilada effect” by the authors) have on the consumers’ decision-making process as well as their effect on the consumers’ preferences for certain product attribute importance and types. Problem: In modern society most marketplaces around the world are full of foreign products. READ MORE
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5. Brand Personality: Impact on Brand Trust and Consumer Preferences : A comparative study of Germany and Sweden
University essay from Handelshögskolan vid Umeå universitetAbstract : A brand could be considered to be the face of a company. The most visible aspect of a brand is the logo, but there is another perspective widely known, namely brand personality. Previous studies have acknowledged that brands, in the eyes of consumers, can be seen as having personality traits. READ MORE
