Враждебность потребителей и их покупки: может ли цена изменить отношение к товару (часть 1)
Цуй Э.П., Вайда Т., Ху М.

Обзор литературы;
Враждебность потребителей;
Уровень враждебности потребителей и выбор товаров;
Исследование 1;
Структура исследования;
Проверка достоверности измерений;

Ключевые слова: враждебность потребителей, готовность совершить покупку, цена, покупательское поведение, страна-производитель


В работе сделана попытка выяснить, какую роль играет враждебность потребителей к определенным странам при совершении покупок. В первой части на примере отношения китайских потребителей к японским и американским товарам рассматривается, каким образом влияет на покупательское поведение чувство враждебности разной интенсивности.

Журнал: «Маркетинг и маркетинговые исследования» — №4, 2013 (© Издательский дом Гребенников)
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Цуй Энни Пэн

Доктор, доцент факультета маркетинга Университета Западной Вирджинии.

Моргантаун, США

Область исследовательских интересов: бренд-менеджмент и международный маркетинг.

Вайда Тереза

Адъюнкт-профессор маркетинга Университета Слипери-Рок.

г. Слипери-Рок, США

Другие статьи автора 2

Ху Майкл

Почетный профессор международного бизнеса факультета маркетинга Кентского университета.

Кент, США

Область исследовательских интересов: международный маркетинг и маркетинговые стратегии.