|
| Mamalis, Spyridon; Ness, Mitchell; Bourlakis, Michael. |
| Fast food restaurants have expanded globally in recent years. As companies become global marketers to acquire new knowledge and a greater understanding of the fast food business and the environment, in which they operate in order to determine and adopt an appropriate marketing mix. Managers can use knowledge of a market's national culture to develop successful image strategies. This paper aims to explore the role of culture in the formation of consumer perceptions. To measure cultural influences a store image scale was constructed for fast food restaurants. An eight - step process based on Churchill's (1979), model, guided the development, validation and refinement of the scale. The final structure of the scale included six factors consisting of 14 items.... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Store image; Internationalisation; Adaptation to locality; Consumer/Household Economics. |
| Ano: 2006 |
URL: http://purl.umn.edu/10056 |
