Zhou, Peng and Lawley, Meredith (2003) Consumer image effects in international marketing of a service. In: 2003 World Marketing Congress: Marketing Across Borders and Boundaries, 11-14 Jun 2003, Perth, Australia .
|HTML Citation||EndNote||Dublin Core||Reference Manager|
Full text available as:
|PDF (Accepted Version) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader|
This paper tests a model of combined effects of country, corporate and brand image on consumers’ evaluation and purchase intention, in the context of international marketing of a higher education service. Results indicate that all three images have the power to influence a student’s overseas study destination choice.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||No indication of copyright restrictions.|
|Uncontrolled Keywords:||country image, corporate image, brand image, overseas study destination choice|
|Fields of Research (FOR2008):||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified|
13 Education > 1399 Other Education > 139999 Education not elsewhere classified
|Subjects:||330000 Education > 339900 Other Education > 339999 Other Education|
350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research
|Socio-Economic Objective (SEO2008):||UNSPECIFIED|
|Deposited On:||14 Feb 2010 16:18|
|Last Modified:||16 Nov 2011 12:07|
Archive Staff Only: edit this record