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Activity Number:
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118
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Type:
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Contributed
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Date/Time:
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Monday, August 3, 2009 : 8:30 AM to 10:20 AM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #304578 |
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Title:
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Pride and Prejudice: Investigating the Symbolic Properties of Country of Origin in a Land of Crouching Tigers and Hidden Dragons
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Author(s):
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Giana Eckhardt and Terry Elrod*+ and Luming Wang
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Companies:
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Suffolk University and University of Alberta and University of Alberta
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Address:
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3-23 School of Business Building, Edmonton, AB, T6G 2R6, Canada
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Keywords:
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country-of-origin ; Asia ; market structure analysis ; Bayesian modeling
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Abstract:
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This work considers country of origin effects within Asia. Quota samples of consumers from four Asian countries report willingness to consider products from ten product categories from each of ten Asian countries. They also report which of ten country descriptors pertaining to technology and fashion leadership apply to each of these same ten Asian countries. A Bayesian market structure analysis of these data shows that a single dimension, corresponding to degree of economic development, is present but insufficient. A second dimension is needed to distinguish between technological versus fashion leadership, and between product categories that emphasize technological versus fashion considerations. The analysis strongly suggests that strong economies within Asia can differentiate themselves along a technology-fashion continuum rather than simply "follow the leader."
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