The effect of the indication of the country of origin and foreign languages in advertising for hedonic and utilitarian products.
dc.contributor.advisor | Meurs, W.F.J. van | |
dc.contributor.advisor | Batenburg, A.E. | |
dc.contributor.author | Brouwers, L.J.C. | |
dc.date.issued | 2015-06-01 | |
dc.description.abstract | In advertising, the indication of the country of origin (COO) can be used to provide more information about a product. When a customer evaluates the COO positively, the product originating from that country is likely to be evaluated more positively as well. There are two common ways to indicate the COO: directly indicating it by using the phrase “Made in...”, or using a slogan in a foreign language (Foreign Language Display: FLD). This paper reports on a study into the effects of the use of the indication of COO and FLD in advertising for hedonic and utilitarian products. A total of 235 Dutch participants evaluated eight versions of advertisements. The independent variables were the COO (France or Germany), the COO marker (indication of COO: “Made in France/Germany” or FLD: slogan) and the type of product (hedonic or utilitarian). | en_US |
dc.embargo.lift | 10000-01-01 | |
dc.identifier.uri | http://theses.ubn.ru.nl/handle/123456789/422 | |
dc.language.iso | en | en_US |
dc.thesis.faculty | Faculteit der Letteren | en_US |
dc.thesis.specialisation | Bachelor Communicatie- en Informatiewetenschappen | en_US |
dc.thesis.studyprogramme | Bachelor Communicatie- en Informatiewetenschappen | en_US |
dc.thesis.type | Bachelor | en_US |
dc.title | The effect of the indication of the country of origin and foreign languages in advertising for hedonic and utilitarian products. | en_US |
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