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

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

Standard

“Happy, happy, happy …”: The happy side of luxury brands . / Schnebel, Stefanie; Batt, Verena ; Bruhn, Manfred.
Innovation and Growth Strategies in Marketing: Conference Proceedings. University of New South Wales, 2015. p. 1023 (ANZMAC Conference).

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

Harvard

Schnebel, S, Batt, V & Bruhn, M 2015, “Happy, happy, happy …”: The happy side of luxury brands . in Innovation and Growth Strategies in Marketing: Conference Proceedings. ANZMAC Conference, University of New South Wales, pp. 1023, 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 , Sydney, Australia, 30.11.15. <https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Proceedings.pdf>

APA

Schnebel, S., Batt, V., & Bruhn, M. (2015). “Happy, happy, happy …”: The happy side of luxury brands . In Innovation and Growth Strategies in Marketing: Conference Proceedings (pp. 1023). (ANZMAC Conference). University of New South Wales. https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Proceedings.pdf

Vancouver

Schnebel S, Batt V, Bruhn M. “Happy, happy, happy …”: The happy side of luxury brands . In Innovation and Growth Strategies in Marketing: Conference Proceedings. University of New South Wales. 2015. p. 1023. (ANZMAC Conference).

Bibtex

@inbook{bd1b741e7f28418ca3cfe96c4937dab9,
title = "“Happy, happy, happy …”: The happy side of luxury brands ",
abstract = "Research, so far, has not dealt with explicit and implicit consumers{\textquoteright} 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 domestic 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. ",
keywords = "Business psychology, Country-of-Origin, Framing Effect, Explicit Attitude, Implicit Attitude, Product Attitude, Reaction Time Measurement ",
author = "Stefanie Schnebel and Verena Batt and Manfred Bruhn",
year = "2015",
language = "English",
series = "ANZMAC Conference",
publisher = "University of New South Wales",
pages = "1023",
booktitle = "Innovation and Growth Strategies in Marketing",
address = "Australia",
note = "17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015 : Innovation and Growth Strategies in Marketing, ANZMAC 2015 ; Conference date: 30-11-2015 Through 02-12-2015",
url = "https://www.business.unsw.edu.au/Campaigns-Site/anzmac/Documents/2015-ANZMAC-Conference-Program.pdf",

}

RIS

TY - CHAP

T1 - “Happy, happy, happy …”

T2 - 17th Australia and New Zealand Marketing Academy Conference - ANZMAC 2015

AU - Schnebel, Stefanie

AU - Batt, Verena

AU - Bruhn, Manfred

N1 - Conference code: 17

PY - 2015

Y1 - 2015

N2 - 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 domestic 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.

AB - 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 domestic 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.

KW - Business psychology

KW - Country-of-Origin

KW - Framing Effect

KW - Explicit Attitude

KW - Implicit Attitude

KW - Product Attitude

KW - Reaction Time Measurement

M3 - Published abstract in conference proceedings

T3 - ANZMAC Conference

SP - 1023

BT - Innovation and Growth Strategies in Marketing

PB - University of New South Wales

Y2 - 30 November 2015 through 2 December 2015

ER -