An Exploratory Study on the Role of Familiarity in Product Evaluations

Berács, József, Gyulavári, Tamás, Heslop, Louise A. and Papadopoulos , Nicolas (2000) An Exploratory Study on the Role of Familiarity in Product Evaluations. In: Marketing in the New Millenium, 23-26 May 2000, Rotterdam, Netherlands.

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There is growing interest among researchers working in the areas of product-country image effects, and more generally international consumer behaviour, in the potential relationship between consumers’ familiarity with, and evaluation of, products from various countries. We use data from a consumer survey in Hungary to attempt an initial exploration of this relationship. The data support findings from earlier similar studies but also suggest that affective considerations may be playing a considerable role in the evaluations of domestic products, and that the relationship of familiarity with product evaluations may vary significantly from country to country and may not be as strong as previously thought.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:Familiarity, Country-of-Origin Imgage, Product evaluation, International Consumer Behaviour
JEL classification:M31 - Marketing
Divisions:Faculty of Business Administration > Institute of Marketing and Media
Subjects:Commerce and tourism
Business economics
Business organisation
ID Code:2413
Deposited By: Dr. Tamás Gyulavári
Deposited On:21 Jul 2016 07:11
Last Modified:21 Jul 2016 07:11

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