Attitudes towards European, Japanese and US Cars
- 1 May 1987
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 21 (5) , 90-100
- https://doi.org/10.1108/eum0000000004700
Abstract
The differences and similarities in US consumers' perceptions of cars produced in six countries was highlighted, helping to determine product differentiation and define the proper competitive position for a product. It looks closely at country‐of‐origin bases, and whether to fight them, compensate for them or capitalise on them. The European car image is found to be a positive one in the US, and could become the basis for a distinct positive advantage.Keywords
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