Chandrasen, Abhirarm and Daryanto, Ahmad and Alexander, Nicholas (2017) Sojourners’ Brand Origin Recognition Accuracy : The Role of Cosmopolitanism and Place Attachment (An Extended Abstract). In: Developments in Marketing Science : Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science . Springer Nature, pp. 869-873.
Full text not available from this repository.Abstract
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.