International Brand Origin Recognition

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

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


    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.
    Original languageEnglish
    Title of host publicationN/A
    Publication statusPublished - 18 Apr 2010
    Event 6th International Conference - Thought Leaders in Brand Management - Lugano, Italy
    Duration: 18 Apr 201020 Apr 2010


    Conference 6th International Conference - Thought Leaders in Brand Management


    • brand origin
    • authenticity
    • international retailing


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