Swissness Communication and its Impact on Consumer-Brand Relationships
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In: Die Unternehmung, Vol. 69, No. 2, 01.2015, p. 116-131.
Research output: Journal contributions › Journal articles › Research › peer-review
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TY - JOUR
T1 - Swissness Communication and its Impact on Consumer-Brand Relationships
AU - Bruhn, Manfred
AU - Batt, Verena
PY - 2015/1
Y1 - 2015/1
N2 - 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.
AB - 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.
KW - Management studies
KW - Brand Commitment
KW - Brand Loyalty
KW - Brand Trust
KW - Consumer-Brand Relationships
KW - Country-of-Origin
KW - Swissness Communication
U2 - 10.5771/0042-059X-2015-2-116
DO - 10.5771/0042-059X-2015-2-116
M3 - Journal articles
VL - 69
SP - 116
EP - 131
JO - Die Unternehmung
JF - Die Unternehmung
SN - 0042-059X
IS - 2
ER -