An Exploratory Study on the Role of Familiarity in Product Evaluations

There is growing interest among researchers working in the areas of product-country image effects, and more generally international consumer behaviour, in the potential relationship between consumers’ familiarity with, and evaluation of, products from various countries. We use data from a consumer survey in Hungary to attempt an initial exploration of this relationship. The data support findings from earlier similar studies but also suggest that affective considerations may be playing a considerable role in the evaluations of domestic products, and that the relationship of familiarity with product evaluations may vary significantly from country to country and may not be as strong as previously thought

Brand Extensions: The Role of Target Category Competition and Dominant Brand

Past research on brand extension evaluation does not incorporate the effects of the target category structure and competition from the existing brand. This paper reports the findings of an exploratory experimental study that shows the effects of competition on the evaluation of brand extensions and potential implications of the dominant brand in the target category

Climbing to New Heights: Lessons From Mount Everest on PCI and TDI Convergence

This paper applies attitude theory to assess the influence of beliefs and evaluations of Nepal with desired linkages and travel intentions. The main contribution is to connect TDI and PCI research by testing a general country image model in a tourism context. Attitude theory acts as the connection between the two fields

Reaching New Heights after Falling to the Depths: Recovering from a Country Image Faux Pas

Surveys of Australian consumers before and after French nuclear testing in the Pacific show clear evidence of negative responses of consumers to the 1995 testing. Although evaluations of French products did not decline, evaluations of France and the French did. However, by 2005 ratings of French products and France had more than recovered. A model of effects among country and product belief sets is proposed and tested. The model is strongly supported and helpful in understanding the process of image recover

Quality assurance and the consumer

This paper deals with quality assurance and what consumers expect from the products and services they buy. Particular attention is given to the communications, transportation, and energy industries

Branding MBA programs: The use of target market desired outcomes for effective brand positioning

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired outcomes and the ratings of MBA programs on their ability to deliver these outcomes. In a highly competitive market, differentiation and effective positioning appear to be the keys to success of both the two competing business schools studied

Market planning in a high-tech environment

The marketing manager facing the prospect of developing an annual marketing plan gets very little help from texts and research reports as to what should be in the plan and how to prepare it. This article presents a detailed schema for developing such a plan with particular emphasis on the suitability for the manager of the high-tech firm