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2015 | OriginalPaper | Chapter

Product Images Versus Consumers Characteristics: South Korean Study

Authors : Myung Soo Kim, Hanjoon Lee, Jongsuk Ye

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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Under the multi-attribute model, consumers’ preferences related to foreign products would be affected by their images of foreign made products. Over one thousand Korean consumers were questioned about their images of foreign electronic products as well as their consumer characteristics. Multiple regression results showed that consumers’ characteristics were better predictors of their foreign products preferences and actual ownership as compared to consumers’ product images.

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Metadata
Title
Product Images Versus Consumers Characteristics: South Korean Study
Authors
Myung Soo Kim
Hanjoon Lee
Jongsuk Ye
Copyright Year
2015
DOI
https://doi.org/10.1007/978-3-319-17395-5_63