Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
Publication date | 30/04/2017 |
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Host publication | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
Publisher | Springer Nature |
Pages | 869-873 |
Number of pages | 5 |
<mark>Original language</mark> | English |
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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ISSN (Print) | 2363-6165 |
ISSN (electronic) | 2363-6173 |
Do consumers know the origin of brands they see in a marketplace? In today’s interconnected society where brands and consumers move freely across national borders, the question takes on particular importance. A brand’s appeal is inextricably linked to its origin (Papadopoulos et al. 2011). Brands have cultural meaning associated with their origin; these have been found to influence consumers’ brand evaluations and purchasing behaviour (Torelli and Ahluwalia 2012). Brand origin is an important cue that shapes consumer behaviour.