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UOB Libraries created the UOBScholar Hub, an Institutional Repository (IR) for archiving and collecting all the research output of the UOB community. It aims to improve the visibility, usage and impact of research conducted at UOB. Materials included are: academic journal articles, conference papers and presentations, books and book chapters, ongoing research papers, reports and patents.
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https://scholarhub.balamand.edu.lb/handle/uob/604| Title: | How french consumers perceive the ethnic products: the case of nike hijab | Authors: | Hajjar, Samer Ouaida, Fadila |
Affiliations: | Department of Business Administration | Issue Date: | 2018 | Conference: | International Marketing Trends Congress (January 2018 : Paris) | Abstract: | This study attempts to understand the perception of French consumers toward the new Nike collection, Nike Hijab. This paper first reviews the concept of ethnic marketing in France. The consumers reactions toward Nike Hijab are examined through a netnographic study. The results show that Nike Hijab is perceived negatively by French consumers and seems to have a negative impact on Nikes image. In light of the results obtained, managerial and theoretical implications are proposed. |
URI: | https://scholarhub.balamand.edu.lb/handle/uob/604 | Type: | Conference Paper |
| Appears in Collections: | Department of Business Administration |
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