What question did this study set out to answer?

To measure stereotypical attitudes held by UK consumers toward domestic goods and imported products from major trading partners, assessing how country images impact marketing strategy.

August 1, 1978European Journal of Marketing

UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image

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Authors

JBJ.P. BannisterLeicester College JSJohn SaundersCenter for Practical Bioethics

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Implication

Survey analysis reveals national stereotypes significantly influence product evaluations among UK consumers, highlighting country-of-origin effects on international marketing strategies.

Key Points

To measure stereotypical attitudes held by UK consumers toward domestic goods and imported products from major trading partners, assessing how country images impact marketing strategy.
Adapted empirical measurement frameworks and analytical refinements established in prior consumer studies conducted in the USA and Japan.
Assessed UK consumer perceptions toward domestic items alongside imports from West Germany, Japan, France, Italy, the USA, and the USSR.
Revealed that unveiling a product's country of origin substantially alters consumer product and brand appraisals either favorably or unfavorably.
Demonstrated that national stereotype evaluation serves as an effective metric to gauge shifts in national image and to inform international market positioning.

Cite This Study

Bannister et al. (1978) studied this question.

synapsesocial.com/papers/6a129fc6c031bb6829a6ff92 https://doi.org/10.1108/eum0000000004982

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Implication

Survey analysis reveals national stereotypes significantly influence product evaluations among UK consumers, highlighting country-of-origin effects on international marketing strategies.

UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image

Discussion

Member takes

Implication

Key Points

Cite This Study

UK Consumers’ Attitudes towards Imports: The Measurement of National Stereotype Image

Discussion

Member takes

Implication

Key Points

Cite This Study

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