engleski

Impact of Brand Name Origin and Country of Origin on Fashion Brand’s Perceived Luxury

This paper investigate impact of perceived brand name origin and COO on brand luxury. Results indicate that perceived brand name country of origin has a strong impact on perceived luxury regardless whether the brand is made up (e.g. “Italian sounding brand”) or an actual brand.

Luxury Fashion Brands; Brand Name Origin; Country of Origin; Fashion Marketing; Republic of Croatia

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