What is the country-of-origin effect? What factors influence consumer perceptions?
It refers to the influence the country of manufacture can have on a consumer's positive or negative perception of a product.
1. Stereotypes about specific countries and product categories
2. Ethnocentrism
3.Manufacturing country's economy
4. Fads surrounding products
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International Branding Strategies
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- What are the factors that influence brand portfolio strategy?
- What is the process of brand-strategy development and how is it used in a high-value brand?
- What are the characteristics of a brand?
- What is the function of a brand?
- What are the elements of a brand?