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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Official URL: http://www.ams-web.org/associations/213/files/conferences/2003%20wmc%20program.doc
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.
| 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 |
| ID Code: | 6597 |
| Deposited By: | |
| Deposited On: | 14 Feb 2010 16:18 |
| Last Modified: | 16 Nov 2011 12:07 |
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