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

Research output: Contributions to collected editions/worksPublished abstract in conference proceedingsResearchpeer-review

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.
Original languageEnglish
Title of host publicationInnovation and Growth Strategies in Marketing : Conference Proceedings
Number of pages1
PublisherUniversity of New South Wales
Publication date2015
Pages1023
Publication statusPublished - 2015
Externally publishedYes
Event17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing - UNSW Business School, Sydney, Australia
Duration: 30.11.201502.12.2015
Conference number: 17
https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf

    Research areas

  • Business psychology - Country-of-Origin, Framing Effect, Explicit Attitude, Implicit Attitude, Product Attitude, Reaction Time Measurement