1. Brand origin: conceptualization
... , besides the one proffered by Tanaka (1993), may lie in the consumer ethnocentrism of the Japanese. Consumer ethnocentrism has been defined by Shimp and Sharma (1987), following the sociological literature on ethnocentrism, as "beliefs ... about the appropriateness, indeed morality, of purchasing foreign-made products" (p. 280). It may be, then, that Japanese corporate branding strategy is serving ... they are implicit in form, and should hence be relatively immune from counter-argumentation or consumers" skeptical responses. Biel (1993), in the context of implicit pictorial claims, not...
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- Approx Pages: 29
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- Grade Level: High School