Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand

Andrea Ioana Iacob

Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand

Research output: Contribution to conference without publisher/journal › Paper without publisher/journal › Research › peer-review

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Abstract

The research on consumer ethnocentrism and country of origin effect is quite substantial in the area of consumer research, but there are competing views as to how low involvement products influence and interact with consumer ethnocentrism and country of origin in a transitional market setting. The results of the present study show that COO, consumer ethnocentrism and demographic characteristics have a significant impact on the consumers’ perception of the Danish beer brand Tuborg.

Original language	English
Publication date	2013
Number of pages	8
Publication status	Published - 2013
Event	22 IMDA World Business Congress - National Taipei University, Taipei, Taiwan, Province of China Duration: 25 Jun 2013 → 29 Jun 2013

Conference

Conference	22 IMDA World Business Congress
Location	National Taipei University
Country/Territory	Taiwan, Province of China
City	Taipei
Period	25/06/2013 → 29/06/2013

Bibliographical note

Article in Proceedings

Keywords

Consumer ethnocentrism, country of origin, brand perception

Access to Document

http://www.imda.cc/IMDA/IMDAWEB/imda/22%20World%20Business%20Congress/IMDA%202013%20Congress%20Proceedings%20June%2011%20(3).pdf

AUB Link

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1 Organisation or participation in workshops, courses, seminars, exhibitions or similar

22 IMDA World Business Congress
Bujac (Iacob), A. (Participant)
29 Jun 2013
Activity: Attending an event › Organisation or participation in workshops, courses, seminars, exhibitions or similar

1 PhD thesis

Country-of-origin effect and consumer brand perception: A developed and emerging market perspective
Iacob, A., 2014, Aalborg: Aalborg Universitetsforlag. 215 p.
Research output: PhD thesis

Open Access
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3203 Downloads (Pure)

Cite this

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title = "Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand",

abstract = "The research on consumer ethnocentrism and country of origin effect is quite substantial in the area of consumer research, but there are competing views as to how low involvement products influence and interact with consumer ethnocentrism and country of origin in a transitional market setting. The results of the present study show that COO, consumer ethnocentrism and demographic characteristics have a significant impact on the consumers{\textquoteright} perception of the Danish beer brand Tuborg. ",

keywords = "Consumer ethnocentrism, country of origin, brand perception",

author = "Iacob, {Andrea Ioana}",

note = "Article in Proceedings; 22 IMDA World Business Congress ; Conference date: 25-06-2013 Through 29-06-2013",

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language = "English",

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Iacob, AI 2013, 'Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand', Paper presented at 22 IMDA World Business Congress, Taipei, Taiwan, Province of China, 25/06/2013 - 29/06/2013. <http://www.imda.cc/IMDA/IMDAWEB/imda/22%20World%20Business%20Congress/IMDA%202013%20Congress%20Proceedings%20June%2011%20(3).pdf>

Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand. / Iacob, Andrea Ioana.
2013. Paper presented at 22 IMDA World Business Congress, Taipei, Taiwan, Province of China.

Research output: Contribution to conference without publisher/journal › Paper without publisher/journal › Research › peer-review

TY - CONF

T1 - Consumer ethnocentrism and Country of origin effect

T2 - 22 IMDA World Business Congress

AU - Iacob, Andrea Ioana

N1 - Article in Proceedings

PY - 2013

Y1 - 2013

N2 - The research on consumer ethnocentrism and country of origin effect is quite substantial in the area of consumer research, but there are competing views as to how low involvement products influence and interact with consumer ethnocentrism and country of origin in a transitional market setting. The results of the present study show that COO, consumer ethnocentrism and demographic characteristics have a significant impact on the consumers’ perception of the Danish beer brand Tuborg.

AB - The research on consumer ethnocentrism and country of origin effect is quite substantial in the area of consumer research, but there are competing views as to how low involvement products influence and interact with consumer ethnocentrism and country of origin in a transitional market setting. The results of the present study show that COO, consumer ethnocentrism and demographic characteristics have a significant impact on the consumers’ perception of the Danish beer brand Tuborg.

KW - Consumer ethnocentrism, country of origin, brand perception

M3 - Paper without publisher/journal

Y2 - 25 June 2013 through 29 June 2013

ER -

Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand

Abstract

Conference

Bibliographical note

Keywords

Access to Document

AUB Link

Fingerprint

Activities

22 IMDA World Business Congress

Research output

Country-of-origin effect and consumer brand perception: A developed and emerging market perspective

Cite this