Consumer perceptions of hybrid (bi‐national products)
Article publication date: 1 April 1991
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.
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
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