Abstract
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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Kim, M.S., Lee, H., Ye, J. (2015). Product Images Versus Consumers Characteristics: South Korean Study. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_63
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DOI: https://doi.org/10.1007/978-3-319-17395-5_63
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