BRAND ORIGIN: THEORETICAL FRAMEWORK AND EMPIRICAL EVIDENCE

Eugenijus Chlivickas and Rasa Smaliukiene
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Eugenijus Chlivickas: Department of International Economics and Management, Vilnius Gediminas Technical University, Sauletekio ave. 11, Vilnius, LT-10223, Lithuania
Rasa Smaliukiene: Department of International Economics and Management, Vilnius Gediminas Technical University, Sauletekio ave. 11, Vilnius, LT-10223, Lithuania

Chapter 82 in Marketing and Management Sciences, 2010, pp 473-475 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThe influence of product's brand origin on product evolution mainly has been studied from a country-of-origin perspective whit little consideration for cross-national regions as a place of origin. Article develops broader perception of the brand origin that is more suitable for the business based on cross-national cooperation and international clusters. The theoretical value of the study lies in the synthesis of fragmented knowledge about branding an international regional. It provides theoretical framework for cross-national region-related branding and presents the results on empirical research based on Baltic Sea region as a brand origin. From the practical standpoint the paper provides understanding about the influence of region's image to product evolution in international market.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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