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 .
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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.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information:||No indication of copyright restrictions.|
|Depositing User:||Dr Joe Zhou Peng|
|Faculty / Department / School:||Historic - Faculty of Business - Department of Marketing and Tourism|
|Date Deposited:||14 Feb 2010 06:18|
|Last Modified:||11 Oct 2013 05:57|
|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
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