Pregled bibliografske jedinice broj: 481874
Impact of Brand Name Origin and Country of Origin on Fashion Brand’s Perceived Luxury
Impact of Brand Name Origin and Country of Origin on Fashion Brand’s Perceived Luxury // 2010 Global Marketing Conference: Marketing in a Turbulent Environment
Tokyo, Japan, 2010. (poster, međunarodna recenzija, neobjavljeni rad, znanstveni)
CROSBI ID: 481874 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Impact of Brand Name Origin and Country of Origin on Fashion Brand’s Perceived Luxury
Autori
Krupka, Zoran ; Krizmanić, Jelena
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni
Izvornik
2010 Global Marketing Conference: Marketing in a Turbulent Environment
/ - , 2010
Skup
2010 Global Marketing Conference
Mjesto i datum
Tokyo, Japan, 09.09.2010. - 12.09.2010
Vrsta sudjelovanja
Poster
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Luxury Fashion Brands; Brand Name Origin; Country of Origin; Fashion Marketing; Republic of Croatia
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
