Salvato in:
| Autore principale: | |
|---|---|
| Natura: | Artículo científico |
| Lingua: | en |
| Pubblicazione: |
Universidad Alberto Hurtado
2017
|
| Soggetti: | |
| Accesso online: | https://www.redalyc.org/articulo.oa?id=84752276003 |
| Tags: |
Aggiungi Tag
Nessun Tag, puoi essere il primo ad aggiungerne!!
|
Sommario:
- The Influence of Country of Origin Cues on Product Evaluation: Evidence from Swiss and German Consumers Olga Visbal Ketty Herrera-Mendoza Erick Orozco-Acosta Markus Herzberg Ingeniería Swiss symbols Visual symbols country of origin product evaluation product perception This study aimed to investigate the influence of visual symbols on the perception and evaluation of two fictitious products as well as the effect of demographic characteristics (nationality) on consumers’ evaluations. A sample of 373 participants was split into two groups and two experimental conditions (products with Swiss symbols and products without Swiss symbols). One group of participants rated the packaging without a Swiss fag and the other one rated the same packaging with a Swiss fag. A semantic diferential scale and the Self-Assessment Manikin (SAM) were used to assess attitudes toward the products. Results confirm that there are diferences between the two independent groups and that nationality has an efect on product perception and evaluation. Visual symbols such as a country fag can lead to a better product perception and evaluation. Finally, implications for research are discussed. 2017 artículo científico 0718-2724 https://www.redalyc.org/articulo.oa?id=84752276003 en http://www.redalyc.org/revista.oa?id=847 Journal of Technology Management & Innovation application/pdf Universidad Alberto Hurtado Journal of Technology Management & Innovation (Chile) Num.2 Vol.12