International retail brand origin recognition

Marguerite Moore, Anne Marie Doherty, Nicholas Alexander, Jason Carpenter

Research output: Contribution to conferencePaper

Abstract

Recent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products’ or brands’ C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. However, these findings are part of wider studies on internationalisation rather than dedicated studies of C-O-O in a retail context. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands. Results indicate significant differences in C-O-O recognition among cultures and among luxury versus middle-market international retail brands, suggesting that brand provenance and authenticity plays a role in brand recognition.

Conference

ConferenceThought Leaders in Brand Management. 6th International Conference.
CountrySwitzerland
CityLugano
Period1/01/10 → …

Fingerprint

Retail
Country of origin
International markets
Luxury
Empirical analysis
Internationalization
International retailing
Authenticity
Consumer perceptions
Retail market
Luxury brands

Keywords

  • international
  • retail brands
  • origin
  • C-O-O, authenticity
  • international retailing
  • brand management

Cite this

Moore, M., Doherty, A. M., Alexander, N., & Carpenter, J. (2010). International retail brand origin recognition. Paper presented at Thought Leaders in Brand Management. 6th International Conference., Lugano, Switzerland.
Moore, Marguerite ; Doherty, Anne Marie ; Alexander, Nicholas ; Carpenter, Jason. / International retail brand origin recognition. Paper presented at Thought Leaders in Brand Management. 6th International Conference., Lugano, Switzerland.11 p.
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title = "International retail brand origin recognition",
abstract = "Recent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products’ or brands’ C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. However, these findings are part of wider studies on internationalisation rather than dedicated studies of C-O-O in a retail context. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands. Results indicate significant differences in C-O-O recognition among cultures and among luxury versus middle-market international retail brands, suggesting that brand provenance and authenticity plays a role in brand recognition.",
keywords = "international, retail brands, origin, C-O-O, authenticity, international retailing , brand management",
author = "Marguerite Moore and Doherty, {Anne Marie} and Nicholas Alexander and Jason Carpenter",
year = "2010",
language = "English",
note = "Thought Leaders in Brand Management. 6th International Conference. ; Conference date: 01-01-2010",

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Moore, M, Doherty, AM, Alexander, N & Carpenter, J 2010, 'International retail brand origin recognition' Paper presented at Thought Leaders in Brand Management. 6th International Conference., Lugano, Switzerland, 1/01/10, .

International retail brand origin recognition. / Moore, Marguerite ; Doherty, Anne Marie; Alexander, Nicholas; Carpenter, Jason.

2010. Paper presented at Thought Leaders in Brand Management. 6th International Conference., Lugano, Switzerland.

Research output: Contribution to conferencePaper

TY - CONF

T1 - International retail brand origin recognition

AU - Moore, Marguerite

AU - Doherty, Anne Marie

AU - Alexander, Nicholas

AU - Carpenter, Jason

PY - 2010

Y1 - 2010

N2 - Recent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products’ or brands’ C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. However, these findings are part of wider studies on internationalisation rather than dedicated studies of C-O-O in a retail context. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands. Results indicate significant differences in C-O-O recognition among cultures and among luxury versus middle-market international retail brands, suggesting that brand provenance and authenticity plays a role in brand recognition.

AB - Recent academic literature into consumer perceptions of Country of Origin (C-O-O) raises questions regarding the importance of this concept, indicating that few consumers have clear or accurate perceptions of products’ or brands’ C-O-O. In contrast, the international retailing literature suggests that place, or C-O-O, is important to large and small retail luxury brands operating in international markets. However, these findings are part of wider studies on internationalisation rather than dedicated studies of C-O-O in a retail context. The current research addresses this gap in the literature and provides a cross-cultural, empirical analysis into the relationship between C-O-O recognition and brand perceptions for luxury and middle-market retail brands. Results indicate significant differences in C-O-O recognition among cultures and among luxury versus middle-market international retail brands, suggesting that brand provenance and authenticity plays a role in brand recognition.

KW - international

KW - retail brands

KW - origin

KW - C-O-O, authenticity

KW - international retailing

KW - brand management

M3 - Paper

ER -

Moore M, Doherty AM, Alexander N, Carpenter J. International retail brand origin recognition. 2010. Paper presented at Thought Leaders in Brand Management. 6th International Conference., Lugano, Switzerland.