TY  - BOOK
AU  - Zejjari,Ibtissam
AU  -  Benhayoun,Issam
TI  - Why does the Moroccan elite prefer shoes of foreign origin? An exploration of personal values through the means-end chain
PY  - 2022///.
							
N1  - 47
N2  - Aiming to understand the motivations behind consumers’ preference for foreign products, this paper explores personal values related to this preference through the means-end chain approach. This study's data were gathered using ladder interviews conducted with twelve elite consumers. This study contributes to the body of knowledge about country of origin by demonstrating a clear link between personal values and the origin of preferred products. It also provides insights into how elite consumers use country of origin as a means to fulfill their ambitions. This article advances theoretical knowledge by providing a hierarchical value map that can also easily be mobilized by practitioners to guide their decisions
UR  - https://shs.cairn.info/journal-revue-management-et-innovation-2022-1-page-135?lang=en
ER  -