西方原产国效应理论研究回顾及其评价

原产国效应理论一直是西方营销学界长期关注和研究的热点,从1965年至今,这一领域的研究成果已日渐成熟。但国内对原产国及其效应的理论研究则刚刚起步。本文系统回顾了40多年来西方原产国及其效应理论的相关研究成果,对原产国效应理论研究的起源、发展过程、主要学术观点、最新研究进展等进行了总结和评述,并指出了当前研究的不足及未来研究的主要方向。

Review and Comments on Origin Theory Researches of Western Countries

The country of origin effects theory has always been the hot topic in the western marketing academic circle and has been attracting a long-term attention.Although the study in this field has become more and mature from 1965,the research in China is just beginning.This paper reviews the relevant researches on the country of origin and its effects,and makes comments on the origin,the development process, the main academic viewpoints,the latest research and so on,and points out the problems of the current rese...