Abstract
This is an exploratory study of brand perception within exporter-importer dyads. The researchers interviewed New Zealand exporters and their customers in that countries main trading partners, Australia, Japan and the United States. The findings indicate that exporters have an inadequate understanding of the importers brand perceptions and that these differences are associated with differences in the importers satisfaction with the export brand.
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1Ashley Lye lectures in International Marketing at the University of Canterbury. He was previously a United States consulting partner with a major international accounting firm and was based in Tokyo as their representative for a United States/Japan joint venture company.
2Bob Hamilton is Professor of Management at the University of Canterbury having previously held faculty positions at the London Business School and the University of Stirling.
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Lye, A., Hamilton, B. Brand perceptions and the exporter-importer relationship. J Brand Manag 5, 441–448 (1998). https://doi.org/10.1057/bm.1998.34
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DOI: https://doi.org/10.1057/bm.1998.34