International Brand Origin Recognition

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

International Brand Origin Recognition

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

Allbwn ymchwil: Pennod mewn Llyfr/Adroddiad/Trafodion Cynhadledd › Cyfraniad i gynhadledd › adolygiad gan gymheiriaid

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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 wreiddiol	Saesneg
Teitl	N/A
Statws	Cyhoeddwyd - 18 Ebr 2010
Digwyddiad	6th International Conference - Thought Leaders in Brand Management - Lugano, Italy Hyd: 18 Ebr 2010 → 20 Ebr 2010

Cynhadledd

Cynhadledd	6th International Conference - Thought Leaders in Brand Management
Cyfnod	18/04/10 → 20/04/10

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@inproceedings{67e3670006e34306831f19032f58a32a,

title = "International Brand Origin Recognition",

abstract = "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.",

keywords = "brand origin, authenticity, international retailing",

author = "Doherty, {Anne Marie} and N. Alexander and J. Carpenter and M Moore",

year = "2010",

month = apr,

day = "18",

language = "English",

booktitle = "N/A",

note = " 6th International Conference - Thought Leaders in Brand Management ; Conference date: 18-04-2010 Through 20-04-2010",

}

TY - GEN

T1 - International Brand Origin Recognition

AU - Doherty, Anne Marie

AU - Alexander, N.

AU - Carpenter, J.

AU - Moore, M

PY - 2010/4/18

Y1 - 2010/4/18

N2 - 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.

AB - 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.

KW - brand origin

KW - authenticity

KW - international retailing

M3 - Conference contribution

BT - N/A

T2 - 6th International Conference - Thought Leaders in Brand Management

Y2 - 18 April 2010 through 20 April 2010

ER -

International Brand Origin Recognition

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