Browsing Master theses / Institutionen för tillämpad informationsteknologi by Subject "advertising communication strategies"
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“The impacts of country-of-origin and ethnocentrism on consumers’ product evaluations”
(2013-09-20)The purpose of this study is to develop communication strategies based on country-of-origin effects evoking different consumer perceptions. To what extent consumer ethnocentrism influences the evaluation of goods produced ...