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- 저자 : Ana F. Antunes (검색결과 2 건)
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Ana F. Antunes de Sousa,Helena Nobre,Minoo Farhangmehr 한국유통과학회 2017 KODISA ICBE (International Conference on Business Vol.2017 No.-
The purpose of this paper is to understand the influence of country personality dimensions and product involvement on European consumers purchase and visit intentions, considering the Portuguese context. The increasing economic globalisation has resulted in the reducing of trade barriers between nations and the availability of more foreign products and services across borders. Therefore, the place associations of these products and services might be regarded as a potential competitive differentiator in their respective markets. A questionnaire measuring country personality dimensions, product involvement, and consumer’s purchase and visit intention was passed on a sample of 335 European consumers. This study rather assesses common CP within European consumers and offers a new perspective about the influence of CP dimensions and PI on European consumers’ purchasing and visiting intentions. Findings show that product involvement and wickedness have a significant influence, positive and negative respectively, on consumer’s purchase intentions, whereas assiduousness and product involvement have a significant positive influence on consumer’s visit intentions. On developing marketing strategies, international marketers and governmental decision-makers should consider product involvement attributes and specific country personality traits to provide the country’s products with a competitive edge, as well as to promote the country as a travelling destination.
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Sousa,Ana F. Antunes,Nobre,Helena M.,Farhangmehr,Minoo 한국유통과학회 2019 KODISA ICBE (International Conference on Business Vol.2019 No.-
A successful integrated strategy across national borders helps companies to target potential consumers at the global market. The purpose of this paper is to understand the role of cosmopolitanism and ethnocentrism on consumers’ preferences for domestic versus foreign products and their visiting intentions. A questionnaire assessing the influence of consumer cosmopolitanism and consumer ethnocentrism on the intention to buy domestic versus foreign products and travelling to Portugal was passed on a sample of 386 international consumers. Findings reveal that cosmopolitan consumers show a higher predisposition to buy foreign products and visiting the country. On the other hand, ethnocentrism seems to act as a barrier to visiting foreign countries.
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