Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Seriously, I thought Haier was a German brand! Detrimental effects of country of origin misclassification on bottomline

Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins. Some even attempt to deliberately associate their brand with a country that has a strong image to win over customers. Our recent research suggests that this can backfire, however. When customers find out the truth about a brand’s origins, they are not happy about it. In fact, they feel discontent and are put off buying from them in the future.

Is the investment on brand origin and brand image worth it? Case of luxury brands

While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers' perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.

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