Country image: consumer evaluation of product category extensions
Sanjeev Agarwal
(Associate Professor Marketing, Iowa State University, Ames, USA)
Sameer Sikri
(Oscar Mayer Foods Corporation, Madison, Wisconsin, USA)
4929
Abstract
Investigates the transferability of country images from well‐known products to new product categories. States that analysis of data indicates that consumers’ perceptions of new products from a given country are related to the image they hold for well‐known products from that country. Further, the extent of transferability of beliefs is moderated by the extent of perceived similarity between the well‐known and the new product categories.
Keywords
Citation
Agarwal, S. and Sikri, S. (1996), "Country image: consumer evaluation of product category extensions", International Marketing Review, Vol. 13 No. 4, pp. 23-39. https://doi.org/10.1108/02651339610127239
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited