Pregled bibliografske jedinice broj: 690512
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury
Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury // Acta Polytechnica Hungarica, 11 (2014), 3; 153-166 doi:10.12700/APH.11.03.2014.03.10 (međunarodna recenzija, članak, znanstveni)
CROSBI ID: 690512 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
Izvornik
Acta Polytechnica Hungarica (1785-8860) 11
(2014), 3;
153-166
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
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
Ustanove:
Ekonomski fakultet, Zagreb
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- Science Citation Index Expanded (SCI-EXP)
- SCI-EXP, SSCI i/ili A&HCI
- Scopus
Uključenost u ostale bibliografske baze podataka::
- Science Citation Index Expanded, Journal Citation Reports/Science Edition, DOAJ, Elsevier
