International Brand Origin Recognition

Anne Marie Doherty, N. Alexander, J. Carpenter, M Moore

    Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion CynhadleddCyfraniad i gynhadleddadolygiad gan gymheiriaid


    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.
    Iaith wreiddiolSaesneg
    StatwsCyhoeddwyd - 18 Ebr 2010
    Digwyddiad 6th International Conference - Thought Leaders in Brand Management - Lugano, Italy
    Hyd: 18 Ebr 201020 Ebr 2010


    Cynhadledd 6th International Conference - Thought Leaders in Brand Management

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