EFEKT KRAJU POCHODZENIA W WYBRANYCH USŁUGACH TRANSPORTOWYCH
THE COUNTRY-OF-ORIGIN EFFECT IN THE SELECTED TRANSPORT SERVICES
Author(s): Monika Boguszewicz-Kreft, Ewa Magier-Łakomy, Katarzyna SokołowskaSubject(s): Economy, Sociology, Social development, Welfare services, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: country-of-origin effect; transport services; survey results;
Summary/Abstract: The country-of-origin effect has a multi-dimensional character. Neglecting the impact of COO’s dimensions in the evaluation of the selected services may result in some simplified, inaccurate conclusions. The aim of the presented research was: 1) to determine an in-depth COO rate in the evaluation of transport services; 2) to determine a relation between the COO effect of a particular country in the evaluation of transport services and the readiness to purchase the particular service in this country. The research results indicate a strong relation between the COO effect and the readiness to purchase the particular service in this country: the higher the COO effect is, the higher readiness to purchase the service becomes.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (2)
- Page Range: 23-34
- Page Count: 12
- Language: English