Managing country-of-origin affiliations for luxury brand-building in China

Klaus Heine, Glyn Atwal and Jiaxun He

Australasian marketing journal, 2019, vol. 27, issue 1, 14-23

Abstract: The recent wave of luxury ventures in China has created an important need to understand luxury brand-building in China. A critical component of this research domain is the concept of country-of-origin (CoO). Chinese ventures use multiple country associations which makes the country one of the most suitable places to study the new phenomenon of hybrid brands. This marks a new stage in the evolution of CoO research. Findings stemming from a conceptual research and an explorative study are used to develop a conceptual model for managing CoO affiliations for hybrid brands within the context of Chinese luxury brands. Practical implications will help brand managers to understand which CoO facets make a luxury brand ‘Chinese’ and, on the other hand, how to improve brand prestige with Western CoO cues.

Keywords: Luxury brands; Brand-building; Country-of-origin; Country-of-origin-of-brand; China (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:27:y:2019:i:1:p:14-23

DOI: 10.1016/j.ausmj.2018.09.001

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