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Pregled bibliografske jedinice broj: 632882

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


Krupka, Zoran; Ozretić Došen, Đurđana; Previšić, Jozo
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury // Lost in Translation - Marketing in an Interconnected World / Karaosmanoglu, Elis ; Elmadag Bas, A. Banu (ur.).
Istanbul: Istanbul Technical University (ITU), 2013. (poster, međunarodna recenzija, neobjavljeni rad, znanstveni)


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Naslov
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury

Autori
Krupka, Zoran ; Ozretić Došen, Đurđana ; Previšić, Jozo

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Izvornik
Lost in Translation - Marketing in an Interconnected World / Karaosmanoglu, Elis ; Elmadag Bas, A. Banu - Istanbul : Istanbul Technical University (ITU), 2013

Skup
42nd Annual Conference - EMAC 2013

Mjesto i datum
Istanbul, Turska, 04.06.2013. - 07.06.2013

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand Name Origin; Luxury Fashion Brands; Country of Origin; Fashion Marketing

Sažetak
The aim of this paper is to investigate the impact of perceived brand name origin and perceived country of origin (COO) on fashion brand’s perceived luxury. Results of exploratory research indicate that perceived brand name origin has a strong impact on perceived luxury, and subsequent willingness to pay a price premium, regardless whether the brand is fictional and only sounds as if originated from a certain country (e.g. “Italian sounding brand”) or is a real brand. Results also indicate that by naming fashion brands to have a desirable (e.g. Italian) tone, potential negative impacts of real COO and even a country of manufacture (COM) could be mitigated.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekti:
067-0000000-3375 - Strategija razvoja imidža Republike Hrvatske u procesu pridruživanja EU (Ozretić Došen, Đurđana, MZOS ) ( CroRIS)

Ustanove:
Ekonomski fakultet, Zagreb


Citiraj ovu publikaciju:

Krupka, Zoran; Ozretić Došen, Đurđana; Previšić, Jozo
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury // Lost in Translation - Marketing in an Interconnected World / Karaosmanoglu, Elis ; Elmadag Bas, A. Banu (ur.).
Istanbul: Istanbul Technical University (ITU), 2013. (poster, međunarodna recenzija, neobjavljeni rad, znanstveni)
Krupka, Z., Ozretić Došen, Đ. & Previšić, J. (2013) Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury. U: Karaosmanoglu, E. & Elmadag Bas, A. (ur.)Lost in Translation - Marketing in an Interconnected World.
@article{article, author = {Krupka, Zoran and Ozreti\'{c} Do\v{s}en, \DJur\djana and Previ\v{s}i\'{c}, Jozo}, year = {2013}, keywords = {Brand Name Origin, Luxury Fashion Brands, Country of Origin, Fashion Marketing}, title = {Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury}, keyword = {Brand Name Origin, Luxury Fashion Brands, Country of Origin, Fashion Marketing}, publisher = {Istanbul Technical University (ITU)}, publisherplace = {Istanbul, Turska} }
@article{article, author = {Krupka, Zoran and Ozreti\'{c} Do\v{s}en, \DJur\djana and Previ\v{s}i\'{c}, Jozo}, year = {2013}, keywords = {Brand Name Origin, Luxury Fashion Brands, Country of Origin, Fashion Marketing}, title = {Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury}, keyword = {Brand Name Origin, Luxury Fashion Brands, Country of Origin, Fashion Marketing}, publisher = {Istanbul Technical University (ITU)}, publisherplace = {Istanbul, Turska} }




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