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THE EFFECT OF LEVEL OF INVOLVEMENT ON THE CONSUMER AFFINITY.: A case study of Mexican tacos case in Sweden.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research question: Does the Level of involvement with an ethnic product affect the Consumer affinity for its Country of Origin?

Purpose: The aim of this study is to enrich the empirical data concerning the Consumer Affinity construct by finding the effect that the level of involvement with a product has on the creation of positive attitudes toward a Country of Origin.

Method: A quantitative survey published online was used to obtain data from a convenience sample, the final data was obtained from 163 Swedish people from 18 – 65+ years. The findings are analyzed by linear correlation.

Conclusion: The results confirm that the level of involvement has a positive effect on the Consumer affinity, this finding also helps to confirm that the interaction of the consumer with a culture, or in this case a representation of it, has an impact on the creation of positive attitudes.

Place, publisher, year, edition, pages
2017. , p. 60
Keywords [en]
Consumer Affinity, Country of origin, Consumer behaviour, Level of involvement
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-35942OAI: oai:DiVA.org:mdh-35942DiVA, id: diva2:1115360
Subject / course
Business Administration
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Examiners
Available from: 2017-07-03 Created: 2017-06-26 Last updated: 2017-07-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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