Pregled bibliografske jedinice broj: 632882
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury
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)
CROSBI ID: 632882 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
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