“Happy, happy, happy …”: The happy side of luxury brands
Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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Innovation and Growth Strategies in Marketing: Conference Proceedings. University of New South Wales, 2015. p. 1023 (ANZMAC Conference).
Research output: Contributions to collected editions/works › Published abstract in conference proceedings › Research › peer-review
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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 -