“Happy, happy, happy …”: The happy side of luxury brands

Publikation: Beiträge in SammelwerkenAbstracts in KonferenzbändenForschungbegutachtet

Authors

Research, so far, has not dealt with explicit and implicit consumers’ product attitudes and its effects when framing the product with country-of-origin cues. The present paper addresses this research gap by surveying
consumers in Germany. The results provide evidence for an impact of COO cues on both attitude types. A negative effect on explicit attitude was revealed when the domestic product was framed either with a domestic COO branding or foreign COO branding, but by tendency a positive explicit attitude enhancement was identified for both COO branding conditions when framing a foreign product. Regarding implicit attitude, the empirical results also indicate a negative influence of both COO frames for the dome
stic product. However, the impact of a foreign frame on implicit attitude was positive to a moderate degree for the foreign product, while no impact was identified for the domestic frame.
OriginalspracheEnglisch
TitelInnovation and Growth Strategies in Marketing : Conference Proceedings
Anzahl der Seiten1
VerlagUniversity of New South Wales
Erscheinungsdatum2015
Seiten1023
PublikationsstatusErschienen - 2015
Extern publiziertJa
Veranstaltung17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing - UNSW Business School, Sydney, Australien
Dauer: 30.11.201502.12.2015
Konferenznummer: 17
https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf

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