Consumer image effects in international marketing of a service

Paper

Zhou, Peng and Lawley, Meredith. 2003. "Consumer image effects in international marketing of a service." 2003 World Marketing Congress: Marketing Across Borders and Boundaries. Perth, Australia Coral Gables, U.S. .
Paper/Presentation Title

Consumer image effects in international marketing of a service

Presentation TypePaper
AuthorsZhou, Peng (Author) and Lawley, Meredith (Author)
Journal or Proceedings TitleConference Proceedings for the 2003 World Marketing Congress Academy of Marketing Science Conference
Number of Pages5
Year2003
Place of PublicationCoral Gables, U.S.
Web Address (URL) of Paperhttp://www.ams-web.org/associations/213/files/conferences/2003%20wmc%20program.doc
Conference/Event2003 World Marketing Congress: Marketing Across Borders and Boundaries
Event Details
2003 World Marketing Congress: Marketing Across Borders and Boundaries
Event Location
Perth, Australia
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.

Keywordscountry image, corporate image, brand image, overseas study destination choice
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
399999. Other education not elsewhere classified
Public Notes

No indication of copyright restrictions.

Byline AffiliationsFaculty of Business
University of the Sunshine Coast
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