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dc.contributor.authorCheah, Isaac
dc.contributor.authorPhau, Ian
dc.date.accessioned2017-01-30T12:17:56Z
dc.date.available2017-01-30T12:17:56Z
dc.date.created2008-11-12T23:36:42Z
dc.date.issued2008
dc.identifier.citationCheah, Isaac and Phau, Ian (2008) Incorporating the effects of country of ownership: a study of Australian brands, Marketing Insights; School of Marketing Working Paper Series: no. 200803, Curtin University of Technology, School of Marketing.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/20201
dc.description.abstract

The paper proposes a research framework to study the influence of country of origin cues, consumer economic nationalistic and consumer ethnocentric tendencies toward product judgement of and the willingness to buy Australian brands. Categorization theory, confirmation bias and schema congruity principles form the theoretical bases. Both consumer economic nationalistic and consumer ethnocentric tendencies are separate constructs however are correlated. Symbolic and functional brand concepts are anticipated to reflect consumer schematic tendencies. Consumer knowledge is proposed to moderate the relationship between these cues and consumer?s willingness to buy Australian brands. The hypotheses will be tested with structural equation modelling. The main contributions of the proposed research are also delineated.

dc.publisherSchool of Marketing, Curtin Business School
dc.subjectCountry of origin
dc.subjectCategorization theory
dc.subjectAustralia
dc.subjectConfirmation bias
dc.titleIncorporating the effects of country of ownership: a study of Australian brands
dc.typeWorking Paper
dcterms.source.volume2008003
dcterms.source.seriesMarketing Insights; School of Marketing Working Paper Series
curtin.identifierEPR-3295
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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