Swissness Communication and its Impact on Consumer-Brand Relationships

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Swissness Communication and its Impact on Consumer-Brand Relationships. / Bruhn, Manfred; Batt, Verena .
In: Die Unternehmung, Vol. 69, No. 2, 01.2015, p. 116-131.

Research output: Journal contributionsJournal articlesResearchpeer-review

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Bruhn M, Batt V. Swissness Communication and its Impact on Consumer-Brand Relationships. Die Unternehmung. 2015 Jan;69(2):116-131. doi: 10.5771/0042-059X-2015-2-116

Bibtex

@article{3be6fa6d1e7a42ea9d4853ccf44c41f1,
title = "Swissness Communication and its Impact on Consumer-Brand Relationships",
abstract = "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 {\textquoteleft}Swissness Communication{\textquoteright} 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.",
keywords = "Management studies, Brand Commitment, Brand Loyalty, Brand Trust, Consumer-Brand Relationships, Country-of-Origin, Swissness Communication",
author = "Manfred Bruhn and Verena Batt",
year = "2015",
month = jan,
doi = "10.5771/0042-059X-2015-2-116",
language = "English",
volume = "69",
pages = "116--131",
journal = "Die Unternehmung",
issn = "0042-059X",
publisher = "Nomos Verlagsgesellschaft mbH & Co. KG",
number = "2",

}

RIS

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 -