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Titolo:
BRAND POPULARITY, COUNTRY IMAGE AND MARKET SHARE - AN EMPIRICAL-STUDY
Autore:
KIM CK; CHUNG JY;
Indirizzi:
CONCORDIA UNIV MONTREAL PQ H3G 1M8 CANADA SUNG KYUN KWAN UNIV SEOUL 110745 SOUTH KOREA
Titolo Testata:
Journal of international business studies
fascicolo: 2, volume: 28, anno: 1997,
pagine: 361 - 386
SICI:
0047-2506(1997)28:2<361:BPCIAM>2.0.ZU;2-W
Fonte:
ISI
Lingua:
ENG
Soggetto:
PRODUCTS;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Physical, Chemical & Earth Sciences
Physical, Chemical & Earth Sciences
Citazioni:
35
Recensione:
Indirizzi per estratti:
Citazione:
C.K. Kim e J.Y. Chung, "BRAND POPULARITY, COUNTRY IMAGE AND MARKET SHARE - AN EMPIRICAL-STUDY", Journal of international business studies, 28(2), 1997, pp. 361-386

Abstract

This study examines how brand popularity in conjunction with other marketing variables influences market share directly as well as indirectly by interacting with country-related intangible assets (or simply country image), The results of our empirical analysis show that a competitive analysis without the recognition of country image would be misleading. We found that country-specific intangible assets exist and thatthey significantly interact with marketing variables differently for U.S. and Japanese brands in the subcompact car market in the USA, Brand popularity and advertising were found to be key factors for intangible assets for both the U.S. and the Japanese brands. Brand popularity was the most significant factor for market share in both the short runand the long run. Japanese firms' direct investment (FDI) in the target country directly influenced market share only in the short run. Several important implications for international marketing are presented.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 22/01/20 alle ore 12:30:10