Claudia Kummer

Fachhochschulstudiengänge Burgenland

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Scholarly Papers (1)

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Country-of-Origin vs. Foreign Branding: Does Incongruent Verbal Package Information Affect Consumers' Purchase Intention?

2016 ENTRENOVA Conference Proceedings
Number of pages: 8 Posted: 20 Nov 2018
Ana Marija Morovican and Claudia Kummer
University of Applied Sciences Burgenland, Students and Fachhochschulstudiengänge Burgenland
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Abstract:

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strategic brand management, foreign branding, country-of-origin effect, eye tracking technology, product package, consumer behaviour