Országeredet-hatás vagy országeredet-hatások? Az országeredet-hatás összefüggéseinek vizsgálata az Opel márka példáján

THE AIMS OF THE PAPER The aim of the study is to show through the results of a brand association research that in many cases the country-of-origin effect cannot be simplified to the effect of one country: it is possible that for a product several countries of origin compete with each other. These competing country-of-origin effects need to be emphasized since, when used properly, they can be used for brand positioning. METHODOLOGY In the...