Swissness Communication and its Impact on Consumer-Brand Relationships

Research output: Journal contributionsJournal articlesResearchpeer-review


While the topic of country-of-origin has received widespread attention in literature, the focus has been primarily on product quality and purchase intentions. Less research has been conducted on the effects of country-of-origin in the context of consumer relationships. The present paper addresses this research gap. For this purpose, the concept of ‘Swissness Communication’ and its influence on consumer-brand relationships is investigated. The developed model is empirically tested by surveying 976 German consumers. The findings reveal that the Swissness Communication construct consists of three factors: high performance quality, exclusivity, and sympathy. Furthermore, the results disclose that Swissness Communication has the potential to build strong consumer-brand relationships.
Original languageEnglish
JournalDie Unternehmung
Issue number2
Pages (from-to)116-131
Number of pages16
Publication statusPublished - 01.2015
Externally publishedYes

    Research areas

  • Management studies - Brand Commitment, Brand Loyalty, Brand Trust, Consumer-Brand Relationships, Country-of-Origin, Swissness Communication