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Published in:
2005 | OriginalPaper | Chapter
A Multidimensional Approach to Country of Origin Effects in the Automobile Market
Authors : Löffler Michael, Ulrich Lutz
Published in: Data Analysis and Decision Support
Publisher: Springer Berlin Heidelberg
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Research on Country of Origin effects has a long tradition. In the course of time, an increasing number of new aspects and additional dimensions have been taken into account. With regard to an international brand management it is here of interest whether and, if applicable, how specific country images vary from one target market to another. This paper contributes to answering this question by using the automobile market as an example and draws conclusions which involve managerial implications.