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

Klaus Heine, Glyn Atwal and Jiaxun He
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Klaus Heine: EM - EMLyon Business School

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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: China; Country-of-origin-of-brandChina; Luxury branding; Luxury Brand-building; Country-of-Origin; Brand culture (search for similar items in EconPapers)
Date: 2019-02-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02312231
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Citations: View citations in EconPapers (1)

Published in AMJ, Australasian Marketing Journal, 2019, 27 (1), 14-23 p

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