Modelling Brand Origin Recognition Accuracy

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

Modelling Brand Origin Recognition Accuracy

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

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This paper considers brand origin recognition accuracy (BORA) in the context of consumer cosmopolitanism, ethnocentrism, cultural attitudes and socio-demographic factors in a service sector context. This paper builds on earlier work that questions the validity of country of origin (COO) recognition and it reports findings on the antecedents of consumers' ability to accurately identify brand origins.

Original language	English
Title of host publication	N/A
Publication status	Published - 11 Mar 2011
Event	7th International Conference - Thought Leaders in Brand Management - Lugano Duration: 11 Mar 2011 → 12 Mar 2011

Conference

Conference	7th International Conference - Thought Leaders in Brand Management
Period	11/03/11 → 12/03/11

Keywords

brand origin
globalisation
retail

Cite this

@inproceedings{1df5eed1be484f35b21526935dd4f859,

title = "Modelling Brand Origin Recognition Accuracy",

abstract = "This paper considers brand origin recognition accuracy (BORA) in the context of consumer cosmopolitanism, ethnocentrism, cultural attitudes and socio-demographic factors in a service sector context. This paper builds on earlier work that questions the validity of country of origin (COO) recognition and it reports findings on the antecedents of consumers' ability to accurately identify brand origins.",

keywords = "brand origin, globalisation, retail",

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

year = "2011",

month = mar,

day = "11",

language = "English",

booktitle = "N/A",

note = " 7th International Conference - Thought Leaders in Brand Management ; Conference date: 11-03-2011 Through 12-03-2011",

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TY - GEN

T1 - Modelling Brand Origin Recognition Accuracy

AU - Doherty, Anne Marie

AU - Carpenter, J.

AU - Alexander, N.

AU - Moore, M.

PY - 2011/3/11

Y1 - 2011/3/11

N2 - This paper considers brand origin recognition accuracy (BORA) in the context of consumer cosmopolitanism, ethnocentrism, cultural attitudes and socio-demographic factors in a service sector context. This paper builds on earlier work that questions the validity of country of origin (COO) recognition and it reports findings on the antecedents of consumers' ability to accurately identify brand origins.

AB - This paper considers brand origin recognition accuracy (BORA) in the context of consumer cosmopolitanism, ethnocentrism, cultural attitudes and socio-demographic factors in a service sector context. This paper builds on earlier work that questions the validity of country of origin (COO) recognition and it reports findings on the antecedents of consumers' ability to accurately identify brand origins.

KW - brand origin

KW - globalisation

KW - retail

M3 - Conference contribution

BT - N/A

T2 - 7th International Conference - Thought Leaders in Brand Management

Y2 - 11 March 2011 through 12 March 2011

ER -

Modelling Brand Origin Recognition Accuracy

Abstract

Conference

Keywords

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Cite this