... be contacted at: peter.magnusson@utrgv.edu 19 02 2024 17 07 2024 11 11 2024 21 11 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Country of origin Consumer evaluation Conjoint analysis Emerging markets Third-party...

..., this study aims at analysing what level of brand origin provides a greater utility for customers in their preference structure: regional, national or foreign. Design/methodology/approach The technique of conjoint analysis is applied via a survey of 427 customers to determine customers’ preference...

... culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low...

... suggest, based on conjoint analysis, that there are noteworthy differences between Americans and Dutch in how they value a product′s environmental attributes. The Relative Importance of Products' Environmental Attributes: A Crosscultural Comparison Ven Sriram Morgan State University, Baltimore, Maryland...

... segmentation scheme when coupled with conjoint choice analysis in determining critical choice drivers. © MCB UP Limited 1991 Cluster analysis Alcoholic drinks industry Conjoint analysis Consumer behaviour Behavioural Segmentation 26 Behavioural Segmentation in the Australian Wine Market Using...