Suchergebnisse

This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and international market strategy. Thousands of companies use country identifiers as part of their international marketing strategy and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers'and buyers'decisions. The time is ripe for practitioners and academicians to delve into the insights offered in th

AbstractThe role of country of origin in product evaluations is examined at the subnational level, based on a study of the views of English‐speaking versus French‐speaking Canadians toward products from seven culturally linked origins. The findings show that, the closer the origin region is perceived by the consumer, the stronger is the influence of culture on product assessments. Important differences between the two groups, particularly concerning attitudes toward products from Great Britain and France and those from industrialized and less developed regions, are discussed. The study suggests there is a need for more research in this area. It also suggests that firm strategies should account for subcultural differences and their influences on consumer behaviour.RésuméLa présente recherche qui porte sur le rǒle du pays d'origine dans l'évaluation des produits au niveau infranational, est basée sur une étude des points de vue des Canadiens anglophones par rapport à ceux des Canadiens francophones relativement aux produits provenant de sept origines culturellement liées. Les résultats montrent que, plus le lieu d'origine est perçu proche par le consommateur, plus l'influence de la culture sur l'évaluation des produits est forte. Des différences importantes entre les deux groupes, particulièrement concernant leur attitude à l'égard des produits de la Grande Bretagne et de la France et de ceux en provenance de régions industrialisées et d'autres moins développées, sont traitées ici. L'étude suggère qu'il est nécessaire de faire plus de recherche dans ce domaine et qu'il serait judicieux pour les stratégies des firmes de rendre compte des différences culturelles et de leur influence sur le comportement des consommateurs.

AbstractThe international competitiveness of Canadian products is examined from the point of view of consumers in comparison to the images of other major exporting nations, based on an eight‐country survey. The study used for the first time specific attitude measures for the countries of origin and their people, in addition to the product measures that are commonly used in this field of research. The international profile of Canadians is found to differ considerably from the profile of Canadian products, which have a weaker image than their international competitors in this study. Implications for international marketing theory and the strategies of Canadian firms are discussed.RésuméLa compétitivité internationale des produits canadiens est examiné du point de vue des consommateurs, en comparaison avec les images d'autres pays exportateurs principaux, basé sur une enquěte dans huits pays. L'étude a utilisé, pour la première fois, des mesures d'attitude spécifiques pour les pays d'origine et leur peuple, en plus de mesures des produits plus communs dans ce domaine de recherche. Le profil international des Canadiens se montre considérablement différent du profil des produits canadiens, qui ont une image plus faible que les autres concurrents internationaux dans cette étude. Des implications concernant la théorie de marketing international et la stratégie des firmes canadiennes sont tirées des résultats et discutées.

AbstractThe response of Canadian women to different types of portrayals of women in magazine advertisements is studied. Women rated on a sex role scale as liberal had more negative reactions to all advertising. Rating of ads was related to sex role orientations of women. However, effectiveness and irritation measures of the ads indicated that more liberated portrayals of women were preferred by all women, regardless of their sex role orientation.RésuméCet article porte sur la réponse des femmes canadiennes à différents types de femmes illustrées dans des publicités de magazines. Les femmes évaluées comme libérales sur une échelle de rǒles sexuels avaient les réactions les plus négatives à toute publicité. L'évaluation des publicités était reliée à des orientations de rǒles sexuels de ces femmes. Cependant, des mesures d'efficacité et d'irritation indiquaient que les illustrations de femmes plus libérées étaient préférées par l'ensemble des femmes, quelle que soit leur orientation de rǒle sexuel.

Abstract

Surveys of Australian consumers before, during, and after French nuclear testing in the Pacific in 1995 show clear evidence of negative reaction of consumers to the testing with regards to their ratings of France and French products. Although beliefs about French products did not decline following the announcement of the planned testing, evaluative feelings, and behavioral orientation towards France, the French and French products did. However, by 2005 behavioral orientation to French products, as well as attitudes to France and the French had more than recovered. The components of attitudes to products and country‐people are examined in the context of theories of forgiveness to understand processes that could explain such a recovery. Implications for researchers and marketers in the increasingly frequent situations of international tensions are discussed.
Copyright © 2009 John Wiley & Sons, Ltd.

Abstract


Food‐related tasks are demanding activities in all households because of their regularity, frequency, and centrality to family activities and relationships. This study develops typologies for food task orientations and strategies used by mothers, and studies the relationships among them. It uses a systems‐based framework to examine related inputs and outcomes of these orientations and strategies and compares the situations of married and single mothers. The findings indicate some strategies are more successful than others as predictors of various work‐family outcomes.


Copyright © 2007 John Wiley & Sons, Ltd.