Consumer perceptions of hybrid (bi‐national products)

Abstract

Examines strategic alliances recently cultivated by many multinational enterprises (MNEs) with foreign competitors, in particular the global automobile market. Discusses the marketing of hybrid automobiles with a focus on the role that brand name, country of origin, and the interaction between them play in strategic product positioning/marketing. Argues that marketers would do well to consider their target customers′ likely reaction to offshore production of a domestic brand or foreign branding of domestic goods.

Citation

Ettenson, R. and Gaeth, G. (1991), "Consumer perceptions of hybrid (bi‐national products)", Journal of Consumer Marketing, Vol. 8 No. 4, pp. 13-18. https://doi.org/10.1108/07363769110035117