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Articles 1 - 5 of 5
Full-Text Articles in Marketing
Hospitality And Destination Marketing's Role In Medical Tourism: A Call For Research, Dan Cormany
Hospitality And Destination Marketing's Role In Medical Tourism: A Call For Research, Dan Cormany
Faculty Publications
Like business travel, where the primary focus is on business and travel is the simply the conduit by which it is performed, medical tourism is a growing trend in which individuals journey to foreign countries primarily to secure specific medical procedures or health benefits. The medical tourist is a newly defined segment of the travel industry, and while still small in numbers, is growing rapidly. This paper seeks to identify research questions related to the hospitality elements that contribute to the medical tourism experience. The answers to these may aid hoteliers, tourism operations, and visitor bureaus better understand, service and …
The Main Determinants Of Bollywood Movie Box Office Sales, Marc Fetscherin
The Main Determinants Of Bollywood Movie Box Office Sales, Marc Fetscherin
Faculty Publications
The Indian film industry produces more movies and sells more tickets than any other movie industry, with revenues second only to those of the US film industry. We employ a two-by-two research design using a set of multiple regression analyses for two different countries of destination for Bollywood movies for two dependent variables. By examining data and testing our hypotheses on a sample of 330 films, we identify effects related to brand, product, distribution and consumers on opening week as well as total box office sales both individually and collectively. Our results show that the categories of variables affecting Bollywood …
Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan
Branding In China: Alternative Brand Strategiesbranding In China: Global Product Strategy Alternatives, Ilan Alon, Romie F. Littrell, Allan K.K. Chan
Faculty Publications
This article reviews and discusses issues in translation of international brand names to Chinese, and provides a framework for international brand managers who want to expand into China. Linguistic differences between Chinese and English are wide and deep, making translation of brand names difficult. Cultural context, pronunciation, written vs. oral language, and meaning of characters are just a few examples of such difficulties. We discuss four global-product-naming strategic alternatives available to country/brand managers, along with their usage, and give examples of brands utilizing the different approaches. The four approaches we discuss include (1) dual extension, (2) brand meaning extension, (3) …
The Determinants And Measurement Of A Country Brand: The Country Brand Strength Index, Marc Fetscherin
The Determinants And Measurement Of A Country Brand: The Country Brand Strength Index, Marc Fetscherin
Faculty Publications
Purpose: A strong country brand can stimulate exports, attract tourism, investments, and immigration. The purpose of this paper is to construct and present a country brand strength index (CBSI) which assesses the strength of a country brand based on objective secondary data.
Design/methodology/approach: By applying a company-based brand equity approach, we present a standardized country brand strength index.
Findings: Our results show that the countries with the strongest country brand are smaller, developed countries in Europe. Our proposed index leads to results similar to the widely used Anholt GfK Roper Nation Brand Index (NBI), which measures perceptions of a country …
The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar
The Effects Of The Country Of Brand And The Country Of Manufacturing Of Automobiles: An Experimental Study Of Consumers' Brand Personality Perceptions, Marc Fetscherin, Mark Toncar
Faculty Publications
Purpose: This paper offers a new perspective of country of origin effects on consumers’ brand personality perceptions of domestic and imported automobiles. It assesses the perceived similarities and differences between automobiles from two countries with respect to the country of origin of the brand (COB) and the country of manufacturing (COM) of that same brand.
Design/methodology/approach: An experimental design was used to investigate developed country consumers’ brand personality perceptions of three cars; a domestic car, a car manufactured in a developing country by a developing country manufacturer, and a car from developing country manufacturer that is manufactured in the developed …