지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Although many products have been exporting to overseas markets, not all products are successfully marketed in export marketplaces. Thus, exporters should understand what factors affect product mortality in export marketplaces. The purpose of the current study is to build a theoretical model explicating how buyers’ country associations affect export product mortality. Building principally on literature regarding the country-of-origin effect, the present study conceptualized buyers’ affective country association and normative country association. In addition, based on Cox’s proportional hazard model, this study developed a theoretical model explaining and predicting how buyers’ affective and normative country associations affect export product mortality. First, buyers’ unfavorable affective country associations positively affected export-product mortality. Second, buyers’ unfavorably normative country associations positively moderated the relationship between buyers’ favorably affective country associations and export-product mortality. The results of the current study proposed that, considering buyers’ affective and normative country associations, exporters develop marketing strategies. In addition, understanding buyers’ affective and normative country associations is a profitable mechanism in export marketplaces.
목차
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참고문헌 (33)
참고문헌 신청
Allison, P. D. / 1982 / Discrete-Time Methods for The Analysis of Event Histories / Sociological Methodology 13:61~98
Batra, R / 2000 / Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries / Journal of Consumer Psychology 9(2):83~95
Bertrand, O. / 2011 / What Goes around, Comes around : Effects of Offshore Outsourcing on the Export Performance of Firms / Journal of International Business Studies 42(2):334~344
Botschen, G. / 1998 / Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization / Journal of Business Research 42(2):151~159
Chaiken, S. / 1994 / Heuristic Processing Can Bias Systematic Processing : Effects of Source Credibility, Argument Ambiguity, and Task Importance on Attitude Judgment / Journal of Personality and Social Psychology 66(3):460~473
Batra, R / 2000 / Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries / Journal of Consumer Psychology 9(2):83~95
Bertrand, O. / 2011 / What Goes around, Comes around : Effects of Offshore Outsourcing on the Export Performance of Firms / Journal of International Business Studies 42(2):334~344
Botschen, G. / 1998 / Diagnosing Means-End Structures to Determine the Degree of Potential Marketing Program Standardization / Journal of Business Research 42(2):151~159
Chaiken, S. / 1994 / Heuristic Processing Can Bias Systematic Processing : Effects of Source Credibility, Argument Ambiguity, and Task Importance on Attitude Judgment / Journal of Personality and Social Psychology 66(3):460~473
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