موضوعات
عنوان مقاله English
نویسندگان English
Research on the country of origin of production is one of the topics that has a very rich literature in marketing and at first glance it seems like an old topic that does not need research. The main goal of this research is to design a model of antecedents and consequences of the country of origin's influence on Iranian consumers' acceptance of oil derivatives. The upcoming study is exploratory in terms of its purpose, and is done using a mixed qualitative approach, relying on the data theory strategy of the Glazer Foundation and using the open, axial and theoretical coding method, while conducting 15 in-depth semi-structured interviews. It was done with the selected experts of businesses active in the petroleum products industry and benefiting from the purposeful judgment sampling method until reaching the theoretical saturation point. Finally, the conceptual model of the research with 6 categories, 42 concepts and 230 codes was designed and compiled.
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