..., Korea, the USA, Canada, China and New Zealand. The products selected included beer, automobiles, watches, leather shoes and stereos. Findings The findings suggest that when a strong favourable match exists between country and product image then COO will positively influence product evaluation...

... demographics to marketers. Chinese people Consumption Brand loyalty Ethnic groups Road vehicles Product image An executive summary for managers and executive readers can be found at the end of this article. There exists an intriguing phenomenon among Chinese American consumers – most...

... personality. This study has shown that product‐personality congruence has a positive effect on consumer preference. © Emerald Group Publishing Limited 2005 Consumers Brands Product image Consumption An executive summary for managers and executive readers can be found at the end...