Investigates the transferability of country images from well‐known products to new product categories. States that analysis of data indicates that consumers’ perceptions of new products from a given country are related to the image they hold for well‐known products from that country. Further, the extent of transferability of beliefs is moderated by the extent of perceived similarity between the well‐known and the new product categories.
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Agarwal et al. (1996) studied this question.
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