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Auswirkungen auf das Exportzielland by Luong, Tuan Anh

Auswirkungen auf das Exportzielland

by Tuan Anh Luong , Shenyu Li , Rong Huang
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Book cover type: Paperback
  • ISBN13: 9786206806639
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Verlag Unser Wissen
  • Publisher Imprint: Verlag Unser Wissen
  • Publication Date:
  • Pages: 56
  • Original Price: GBP 20.79
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): General

Diese Studie f�hrt ein neues internationales Marketingkonzept ein: den Country of Export Destination Effect (COED) auf Verbraucherebene. Die Ergebnisse dieser Studie zeigen, dass der COED die Qualit�tsbewertung, die Pr�ferenz und die Kaufabsicht inl�ndischer Verbraucher in Bezug auf ein Produkt beeinflusst, das im Inland hergestellt wird, aber sowohl im Inland als auch international erh�ltlich ist. Insbesondere moderiert das Produktwissen der Verbraucher den COED-Effekt auf die Qualit�tsbewertung von Autos und Mahagonim�beln negativ. Dieses Ergebnis �hnelt dem Halo-Effekt in der Literatur �ber das Herkunftsland (COO). Dar�ber hinaus haben verschiedene Exportziele unterschiedliche Auswirkungen auf die Pr�ferenz und Kaufabsicht der Verbraucher. Im Gegensatz zu Studien in der COO-Literatur zeigt diese Untersuchung, dass Nationalismus und Internationalismus positiv mit der Absicht verbunden sind, ein exportiertes Produkt zu kaufen. Patriotismus hingegen steht in einem negativen Zusammenhang mit der Absicht der Verbraucher, ein exportiertes Produkt zu kaufen.

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