Effetto paese d'origine e comportamento del consumatore: Gestione strategica del marchio: come l'origine dei prodotti influenza il comportamento dei consumatori
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Reviews & Ratings
Sulla base di una solida analisi teorica dell'argomento, viene condotta un'indagine quantitativa online con tre gruppi di prova. Ai partecipanti vengono presentate diverse situazioni di acquisto influenzate dal "Paese d'origine".
Viene generato un campione come indagine parziale del mercato austriaco. I risultati dell'indagine mostrano che la comunicazione del Paese di origine di un prodotto o di un marchio ha un'influenza significativa sulla percezione dei prodotti e sulla decisione di acquisto dei consumatori.
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£27.18
£28.33 -
£10.58
£12.58 -
£16.71
£17.13
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