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Effects of country of origin and country brand attitude on nonprescription drugs
| Content Provider | Paperity |
|---|---|
| Author | Jun, Jong Woo Choi, Chang Won |
| Abstract | Using Korean college students as a sample, this study explores the role of country of origin and country brand attitude on purchase intention of nonprescription drugs. The results showed that country of design and country of assembly have significant effects on quality perception and purchase intention of nonprescription drugs between the United States and China, and country brand attitude has significant effects on the purchase intention of nonprescription drugs between United States and Germany, and between China and Malaysia, according to the degree to which consumers have a favourable attitude toward the specific country brand. |
| Starting Page | 234 |
| Ending Page | 243 |
| File Format | HTM / HTML |
| ISSN | 14791862 |
| DOI | 10.1057/palgrave.jt.5750050 |
| Issue Number | 4 |
| Journal | Journal of Targeting, Measurement and Analysis for Marketing |
| Volume Number | 15 |
| e-ISSN | 14791862 |
| Language | English |
| Publisher | Palgrave Macmillan UK |
| Publisher Date | 2007-09-01 |
| Access Restriction | Open |
| Subject Keyword | Country brand Quality perception Country of origin Purchase intention Country attitudes Nonprescription drugs |
| Content Type | Text |
| Resource Type | Article |
| Subject | Finance Strategy and Management Economics and Econometrics Statistics, Probability and Uncertainty Marketing |
