The Effects of Macro and Micro Country Image on Consumer Brand Preferences
- Resource Type
- Authors
- Héctor San Martín; Ángel Herrero; María del Mar García de los Salmones
- Source
- Journal of International Consumer Marketing. 34:137-150
- Subject
- Marketing
Wine
business.industry
05 social sciences
Advertising
Clothing
Affect (psychology)
Management Information Systems
0502 economics and business
Quantitative research
050211 marketing
Macro
business
050203 business & management
- Language
- ISSN
- 1528-7068
0896-1530
This study aims to examine how the macro and micro image of Spain affect the preferences of European citizens about Spanish clothing and wine brands. A quantitative research method was developed us...