EXPORTING TO SAUDI‐ARABIA: THE POWER OF THE “MADE‐IN” LABEL
Ugur Yavas Ph.D.
(Associate Professor of Industrial Management, College of Industrial Management, University of Petroleum and Minerals (Dhahran, Saudi Arabia), Phone: (03) 860 – 2658)
Secil Tuncalp Ph.D.
(Associate Professor of Industrial Management, College of Industrial Management, University of Petroleum and Minerals, (Dhahran, Saudi Arabia), Phone: (03) 860 – 2732)
385
Abstract
Consumer susceptibility to country of origin effects has been demonstrated in the past. Formulation of a successful export marketing strategy for Saudi Arabia can be assisted by gaining insight into how the Saudi consumers view a particular “made‐in” label. This study examines Saudi consumers' attitudes toward a “made‐in UK” label. The authors also discuss several strategies that can be used to promote the “made‐in UK” label in Saudi Arabia.
Citation
Yavas, U. and Tuncalp, S. (1984), "EXPORTING TO SAUDI‐ARABIA: THE POWER OF THE “MADE‐IN” LABEL", International Marketing Review, Vol. 1 No. 4, pp. 40-46. https://doi.org/10.1108/eb008262
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited