Recent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products' or brands' C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands.
|Statws||Cyhoeddwyd - 18 Ebr 2010|
|Digwyddiad|| 6th International Conference - Thought Leaders in Brand Management - Lugano, Italy|
Hyd: 18 Apr 2010 → 20 Apr 2010
|Cynhadledd||6th International Conference - Thought Leaders in Brand Management|
|Cyfnod||18/04/10 → 20/04/10|