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dc.contributor.authorCheah, Isaac
dc.contributor.authorPhau, Ian
dc.contributor.editorDaniela Spanjaard
dc.contributor.editorSara Denize
dc.contributor.editorNeeru Sharma
dc.date.accessioned2017-01-30T13:19:33Z
dc.date.available2017-01-30T13:19:33Z
dc.date.created2008-12-09T18:01:40Z
dc.date.issued2008
dc.identifier.citationCheah, Isaac and Phau, Ian. 2008. The roles of Categorization Theory and confirmation bias in Australian owned brands, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/30424
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 modeling. The main contributions of the proposed research are also delineated.

dc.publisherUniversity of Western Sydney
dc.subjectCategorization theory
dc.subjectCountry of origin
dc.subjectAustralia
dc.subjectSchema congruity principles
dc.subjectConfirmation bias
dc.subjectStructural equation modeling
dc.titleThe roles of Categorization Theory and confirmation bias in Australian owned brands
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy Conference 2008
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 1 2008
dcterms.source.conferencelocationOlympic Park, Sydney
dcterms.source.placeSydney
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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