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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Product-Country Images in a Latin-American Multi Cultural Context
verfasst von : Sadrudin A. Ahmed, Alain d–Astous, José Rojas
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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This article presents the results of a survey of 440 male consumers carried out in Mexico (240 respondents) and Chile (200 respondents). The results show that consumers put more emphasis on country of origin of consumer products than on brand names and that Chileans give more importance to brand name than Mexicans. Mexican consumers seem to show a higher home country bias in their product-countiy evaluations than Chileans. Chileans were more favourable towards Western countries and Mexican towards newly industrializing countries.