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This article reports the results of an experimental study in which four factors were manipulated in the context of an evaluation of two sports garments by 172 consumers: t-shirts and athletic shoes. These factors were intended usage situation (sport versus pleasure), brand name (national versus private brand), price (discount versus no discount), and store name (sports shop versus department store). Some significant interactions were obtained between some of the manipulated factors suggesting the necessity of qualifying the brand name, store name, and price discount effects on consumer perceptions. The results of the study are discussed in light of the existing marketing literature and the implications for sports marketing practice. Keywords: Sports marketing, brand management, consumer behaviour, Executive Summary Although popular sports garments like t-shirts and shoes are typically marketed as products intended for the practice of sport activity, the majority of buyers in this market are [...]

Abstract: This article reports the results of an experimental study in which four factors were manipulated in the context of an evaluation of two sports garments by 172 consumers: t-shirts [...]

The results of a Canadian survey of 151 male consumers are reported here; specifically, consumer judgments regarding products of varying technological complexity that were produced in both newly industrialized and highly industrialized countries.

The impact a country of origin on consumer perceptions of artistic and cultural products in Australia, Canada, Italy, Switzerland, and the United States are examined. Consumers' perceptions of 16 countries concerning reputation for nine cultural products are assessed. Product-country images in the arts are seen to be affected by country and product familiarity.

A survey of male consumers in Canada, Morocco, and Taiwan finds that familiarity with products made in a country is the most robust predictor of country perception. This suggests the importance of increasing consumer familiarity with a product's country of origin to increase perception.

The marketing strategies, such as co-branding, to be employed to boost the sales of artistic and cultural products are presented.

Sales agents have been found to render minimal priority over country of origin (COO) specifications when offering products in international markets, as revealed by a survey involving 190 retail salesmen of electronic equipment. This tendency, however, is contrary to the results reflected by conjoint data which showed that consumers tend to place a high regard over (COO) specifications when purchasing products. Such inconsistency may be attributed to the substitution of brand name in place of COO and the timing of COO during the product evaluation process.