The impact of country image, country-of-origin image and consumer ethnocentrism on purchase decisions a study about Azerbaijani food companies’ entry into Hungarian Market /
The main aim of the study is to examine the impact of Azerbaijan’s brand image as a country on the purchase intentions of Hungarians towards Azerbaijani products. Azerbaijani products are not on the Hungarian market yet, and this research identifies whether it would be wise for Azerbaijani food comp...
Elmentve itt :
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| Testületi szerző: | |
| Dokumentumtípus: | Könyv része |
| Megjelent: |
Faculty of Economics and Business Administration Doctoral School in Economics
Szeged
2020
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| Sorozat: | Proceedings of the Central European PhD Workshop on Technological Change and Development
4 |
| Kulcsszavak: | Fogyasztói magatartás, Üzleti élet |
| Tárgyszavak: | |
| Online Access: | http://acta.bibl.u-szeged.hu/77656 |
| Tartalmi kivonat: | The main aim of the study is to examine the impact of Azerbaijan’s brand image as a country on the purchase intentions of Hungarians towards Azerbaijani products. Azerbaijani products are not on the Hungarian market yet, and this research identifies whether it would be wise for Azerbaijani food companies to launch their operations in Hungary or not, and what kind of prejudices and obstacles they would need to cope with so as to be successful. To this end, the impact of the country image of Azerbaijan, the country-of-origin of Azerbaijani products, and ethnocentrism among Hungarians on purchase intentions are analyzed to fulfil the objective of the research. It was identified that the country image of Azerbaijan in Hungary is neither highly negative nor highly positive because of the fact that Hungarians do not know much about Azerbaijan. However, values showed and proved that they are likely to have a positive attitude towards Azerbaijan as a country. As for COI, similar statistics were unearthed, and it was noticed that Hungarians do not have any objection towards Azerbaijani product COI. These two variables also confirmed, with statistical analysis of dependent variable of purchase intentions, there is a relationship between positive country image, COI and purchase intentions. |
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| Terjedelem/Fizikai jellemzők: | 93-114 |
| ISBN: | 978-963-306-741-3 |