Table of contents
Measuring the joint effect of brand and country image in consumer evaluation of global products
Israel D. Nebenzahl, Eugene D. JaffeStates that few studies have attempted to measure the joint effect of brand and country images, or the dimensions of these images, on consumer evaluation of global products…
Country image: consumer evaluation of product category extensions
Sanjeev Agarwal, Sameer SikriInvestigates the transferability of country images from well‐known products to new product categories. States that analysis of data indicates that consumers’ perceptions of new…
Product gender perceptions: the case of China
Laura M. Milner, Dale FodnessInvestigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the…
First insights into export sales forecasting practice: a qualitative study
H. Winklhofer, A. DiamantopoulosThe literature on forecasting makes hardly any distinction between domestic and export sales forecasting. Based on in‐depth interviews with exporting firms, suggests that…
Advertising adoption in a developing market economy: the case of Poland
Douglas C. West, Stanley J. PaliwodaPoland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved…
Strategic orientations towards countertrade opportunities in emerging markets
Colin Egan, David ShipleyRecession and competitive pressure in the global arena, allied to the emergence of large, long‐term potential markets, have intensified both the incentives and the opportunities…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan