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|English to Italian translations [PRO]|
Bus/Financial - Marketing / Market Research
|English term or phrase: low/high familiarity consumers|
|ecco la frase:|
"Indeed, in a recent empirical study, Lee and Ganesh (1999) applied categorization theory to the study of country image and concluded that both low and **high familiarity consumers** rely on overall country image in their product evaluation."
any clues? if I search on the Internet I see the term is always associated with "country image" and "country of origin effect", but i can't quite figure out what it means. is it "consumers who have a high/low familiarity with a specific product/category of products"?
thanks for your help :-))
|consumatori che hanno un'elevata o una scarsa familiarità|
Leggendo l'abstract dell'articolo, secondo me quello che vuol dire è che:
sia i consumatori che hanno un'elevata familiarità con il prodotto, sia quelli che invece hanno una scarsa familiarità, si basano sull'immagine complessiva del paese d'origine del prodotto.
Title: Effects of partitioned country image in the context of brand image and familiarity: A categorization theory perspective
Author(s): Dongdae Lee, Gopala Ganesh
Journal: International Marketing Review
Year: 1999 Volume: 16 Issue: 1 Page: 18 - 41
Publisher: MCB UP Ltd
Abstract: This article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two sub-constructs of country image: overall image and product specific image and three different types of familiarity: product familiarity brand familiarity and country familiarity are identified and utilized. Hypotheses based on categorization theory are developed and tested using a mail survey of a random sample of US households. The study shows that product specific image plays a mediating role between overall country image and consumer evaluation. With product and brand familiarity moderate familiarity consumers utilize country-of-origin information less than low or high familiarity consumers. Likewise with country familiarity low familiarity consumers rely more on country-of-origin information than high familiarity consumers.
Keywords: Brand image, Consumer behaviour, Country of origin, Image, International marketing, National cultures
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Local time: 07:00
|grazie a tutti per l'aiuto. attribuisco i punti a laura che è stata così gentile da cercare addirittura l'abstract dell'articolo :-)|
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