Consumer image effects in international marketing of a service

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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Abstract

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)
Refereed: Yes
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
URI: http://eprints.usq.edu.au/id/eprint/6597

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