Dr Nathalia Tjandra N.Tjandra@napier.ac.uk
Associate Professor
"You don't buy clothes-you buy an identity" - the correlation between fashion brand and country-of-origin.
Tjandra, Nathalia Christiani; Omar, Maktoba; Williams, Jr
Authors
Maktoba Omar
Jr Williams
Abstract
This paper is part of a bigger qualitative study about the perception of country-of-origin from
consumers in different countries. The purpose of this paper is to identify and explore whether
country-of-origin information influences customers’ perception towards the brand of clothing
products. It has been suggested that in the fashion industry, design and trademarks represents
intangible assets which become an invaluable competitive advantage (Završnik & Mumel,
2007). Brand names are powerful indicators in estimating a products quality such as prestige
and durability (Dodds & Monroe, 1985; Keller, 2003; Render & O’Connor, 1976).
International fashion retailers are typically positioned in international markets by virtue of the
marketing effort and product offering, which contributes to their overall brand appeal (Moore,
1997; Wigley et al., 2005). The impact of this strategy is that many of the fashion brands are
transformed into international, universal or worldwide brands. However, consumers also
have better perceptions on clothes that have a brand name along with quality construction
(Davis, 1985). As country-of-origin has been used by customers to predict a products’ quality
and performance and to understand the rationality of their purchasing behaviour (Cai et al.,
2004; Olins, 2003; Muchbalcher et al., 1999), it could be argued that country-of-origin may
influence consumers’ evaluations on international branded fashion products. Therefore,
because the majority of international fashion retailers such as Zara, Mango, Next, GAP and
Arcadia Group have been outsourcing their products in the less industrialised countries
(Gereffi & Memedovic, 2003), it is fundamental to investigate whether country-of-origin
information influences consumers’ perception towards international clothing brands
Citation
Tjandra, N. C., Omar, M., & Williams, J. (2011). "You don't buy clothes-you buy an identity" - the correlation between fashion brand and country-of-origin.
Conference Name | Marketing Fields Forever: Academy of Marketing Annual Conference |
---|---|
Start Date | Jul 5, 2011 |
End Date | Jul 7, 2011 |
Publication Date | 2011 |
Deposit Date | Jun 9, 2015 |
Publicly Available Date | Mar 29, 2024 |
Peer Reviewed | Peer Reviewed |
ISBN | 978-0-9561122-34 |
Keywords | Country-of-origin; fashion branding; brand names; fashion retailing; customer behaviour; |
Public URL | http://researchrepository.napier.ac.uk/id/eprint/8604 |
Files
AM_2011_-_The_correlation_between_country-of-origin_and_fashion_brand.pdf
(152 Kb)
PDF
Publisher Licence URL
http://creativecommons.org/licenses/by-nc/4.0/
You might also like
The causal effect of hedonic brand cues on consumers’ decision-making impulsivity.
(2018)
Presentation / Conference
FDI in Botswana: Beacon in the Dark: A Review of Literature
(2017)
Conference Proceeding
Foreign Direct Investment in Zimbabwe and Botswana: The Desperation Game
(2016)
Presentation / Conference
Marketing Ghana to attract FDI.
(2015)
Working Paper
Downloadable Citations
About Edinburgh Napier Research Repository
Administrator e-mail: repository@napier.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search