Journal article
Commentary: Consumer perceptions of hybrid (bi-national) products
The Journal of consumer marketing, Vol.8(4), pp.13-18
1991
DOI: 10.1108/07363769110035117
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.
Details
- Title: Subtitle
- Commentary: Consumer perceptions of hybrid (bi-national) products
- Creators
- Richard Ettenson - University of Maryland, College ParkGary Gaeth - University of Iowa
- Resource Type
- Journal article
- Publication Details
- The Journal of consumer marketing, Vol.8(4), pp.13-18
- DOI
- 10.1108/07363769110035117
- ISSN
- 0736-3761
- Language
- English
- Date published
- 1991
- Academic Unit
- Marketing
- Record Identifier
- 9984962895102771
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