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Journal of international marketing, v.15 no.3, 2007년, pp.32 - 72
Usunier, Jean-Claude (Faculty of Business and Economics, University of Lausanne, Lausanne-Dorigny, Switzerland.) , Cestre, Ghislaine (Faculty of Business and Economics, University of Lausanne, Lausanne-Dorigny, Switzerland.)
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Consumers make stereotypical associations between products and countries based on their perceptions of a country's know-how and reputation relative to the design, manufacturing, or branding of particular generic goods. When such associations are shared globally, they reflect product ethnicity, a co...
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