http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Vivian Iara Strehlau (검색결과 4 건)
- 무료
- 기관 내 무료
- 유료
-
DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?
Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.
-
SELF-COUNTRY CONNECTION: DEVELOPMENT AND VALIDATION OF A SCALE
Sergio Garrido Moraes,Vivian Iara Strehlau,J?lio C?sar Bastos de Figueiredo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
The research on country of origin effect (COO) has been oriented lately towards the characteristics of the consumer. As a result, in recent years there has been a growing number of publications dealing with consumer dispositions in the consumption of local or global brands (ethnocentrism, nationalism, patriotism, cosmopolitanism, xenocentrism). To contribute to the research, we conceptualize the Self-Country Connection (SCC) construct, based on the extended self theory, considering the country as one more possession that can be added to the individual’s self. We developed the scale generating items based on literature review and qualitative research. Specialists in marketing and international consumer behavior refined the items. Followed the exploratory and confirmatory factor analysis, analysis of discriminant, nomological and predictive validities, which obtained satisfactory results, in addition to the two-month interval testretest. The scale has two versions and can be used both to access the consumer's selfconnection with the home country and with foreign countries. The SCC scale can be used with other established scales, such as CETSCALE, COS, among others, to understand better the consumer behavior and improving market segmentation.
-
DOES COUNTRY OF ORIGIN MATTER IN FACE OF STRONG GLOBAL BRANDS?
Sergio Garrido Moraes,Vivian Iara Strehlau,Reynaldo Dannecker Cunha 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper aims to compare the impact of country of origin and brand’s aspects on young consumers’ willingness to buy global brands. We chose the United States because this country is the origin of the most valuable global brands, besides arousing contradictory opinions and feelings, as well as reactions of love and hate. The brands Apple, Levi’s and McDonald's, represent products and services, all of them recognized as global and US iconic brands, at the same time: Apple has been admired and followed; McDonald’s has been used as a symbol in political demonstrations against the United States or against globalization, while some protesters wear Levi’s jeans. The tested constructs include aspects related to country of origin (Country Image, Country Affinity, Ethnocentrism) and brand (Brand Personality and Self-Brand Connection). We conducted a survey with 367 students, potential consumers of the brands, and applied Structural Equation Modelling to analyze the impacts of constructs on their willingness to buy. The results indicate that consumer-brand relationship showed greater strength and significance than other constructs, highlighting that during purchasing it is more important how the consumer perceives himself in relation to the brand than the way he perceives or feels about brand’s country of origin. We deliberately chose brands of high brand equity for analysis, but in the future, the model could be applied to low brand equity brands, not-iconic brands, other countries and its brands, and other product categories.
-
CONSUMER DISPOSITIONS IN MULTICULTURAL CONTEXTS: A FRAMEWORK PROPOSITION
Mariana Bussab Porto-da-Rocha,Sergio Garrido Moraes,Miriam Ta?s Salom?o,Vivian Iara Strehlau 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Globalization has coined cultural flows across national borders, resulting in different behaviors towards foreign products. Different approaches explain consumption in multicultural contexts such as consumer disposition. Based on literature review, this study organizes different dispositions constructs in relation to one’s own country and to foreign countries proposing a conceptual framework.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
