| Titre : |
Is a “Made In Europe” label relevant ? |
| Type de document : |
Mémoire |
| Auteurs : |
Pierre-Loeiz THOMAS, Auteur |
| Année de publication : |
2020 |
| Importance : |
31 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
LABEL DE QUALITE ; UNION EUROPEENNE
|
| Résumé : |
Country-origin-effect in one of the most powerful argument of marketing in numerous sectors. The association of the product to its country of fabrication can lead to positive or negative perception. This paper has the objective to study the Country-of-origin effect at a continental level. This survey tries to establish a causality relationship between the European origin of a car, a perception of it and a purchase intention of the product.In order to study this relationship, a quantitative study was conducted. The main goal of this study was to analyse the link between European origins, perception and purchase intention and to understand how the European origin impact the consumer’s perception.The questionnaire used advertising of European, French and Japanese car that emphasize on the origin of the product. Then, subjects were asked to answer questions about their perception of the car, their perception of Europe and their purchase intention. Collected data show that Country-of-Origin effect for Europe is not as significant as it is for countries. The study shows that a link between a positive perception of Europe in term of economy and a purchase intention of European car exist without determining a causality relationship between those two variables. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529800 |
Is a “Made In Europe” label relevant ? / 2020 
