The EU as superordinate brand origin: an entitativity perspective

Diamantopoulos Adamantios; Herz Marc; Koschate-Fischer Nicole

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The EU as superordinate brand origin: an entitativity perspective

机译：欧盟作为上级品牌的起源：从吸引力的角度

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Purpose - Drawing from the entitativity theory, the purpose of this paper is to focus on the European Union (EU) as a superordinate entity and investigate the extent to which a "Made-in-EU" designation leads to superior/inferior brand evaluations and through them to higher/lower purchase intentions than different country-specific designations.

机译：目的-从可扩展性理论出发，本文的目的是着眼于作为上级实体的欧盟（EU），并研究“欧盟制造”名称在多大程度上导致优劣品牌评估和通过它们比不同国家/地区指定的购买意愿高/低。

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来源
《International marketing review》 |2017年第2期|183-205|共23页
作者
Diamantopoulos Adamantios; Herz Marc; Koschate-Fischer Nicole;
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作者单位

Univ Vienna, Vienna, Austria;

Kleinundplacking GmbH, Berlin, Germany;

Friedrich Alexander Univ Erlangen Nurnberg, Nurnberg, Germany;

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原文格式 PDF
正文语种 eng
中图分类
关键词
European Union; Brand evaluation; Country of origin; International marketing;

机译：欧盟;品牌评估;原产国;国际营销;

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The EU as superordinate brand origin: an entitativity perspective

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