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.
Invite: Status Consumption: A Journey Through Time & Cultures
Inaugural Professorial Lecture entitled 'Status Consumption: A Journey Through Time & Cultures' Thursday 3 April 2014 6pm at GCU London campus at 40 Fashion Street, London, E1 [Read Story]
Werther effect (the power of negative news)
The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel [Read Story]
What is your Chinese New Year luxury strategy?
“The US is luxury’s largest market. Japan still remains a large luxury market in terms of absolute size. However, China is [Read Story]
What makes a good luxury brand great?
The article discusses why some luxury brands become larger than life and are called great while others can't seem to break the barrier.
Comparing the luxury brand value
Luxury brands are bought in different countries for different values. This study evaluates those values consumers consider and provides a comparison between Indian and British luxury consumers.
Event Invitation: Beyond Bling: The role of conspicuous consumption in today’s society
Beyond Bling: The role of conspicuous consumption in today’s society
6th November 2012, 3pm – 5pm
Clarence Room, Hilton Metropole, Brighton – BN1 2FU
Recently, I won funding from Economic and Social Research Council (ESRC) of the UK to arrange an event under the auspices of Festival of Social Science 2012. So, you are warmly invited to participate in the seminar ‘Beyond Bling: The role of conspicuous consumption in today’s society’ funded by the ESRC Festival of Social Science and hosted by the University of Brighton Business School.
The growing [Read Story]
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How in-store sampling influences your choice?
Can in-store sampling motivate you to act and purchase a cosmetics product? In this research, we looked at the significant motivations driving cosmetics shopping in retail setting, and examined how in-store sampling can be used to enhance choice goal attainment. We also focused on the influence of choice goal attainment on decision satisfaction when in-store sampling is used as a promotion technique.
Werther effect (the power of negative news)
The story behind the Werther effect is highly intriguing and chilling. In 1774, the giant of German literature, Johann Wolfgang von Goethe, published a novel titled The Sorrows of Young Werther (German: Die Leiden des jungen Werthers). Finished in six weeks of intensive writing during January–March 1774, the novel instantly made the 24-year-old Goethe one of the first international literary celebrities. The novel presents an autobiographical account of a young artist named Werther. The novel which ends with the protagonist commits suicide had a remarkable impact in terms that it sparked a wave of emulative suicides across Europe. So powerful [Read Story]
Status (luxury) consumption in cross-national context: Managerial implications
In my earlier post ‘Status (luxury) consumption among British and Indian customers’, I discussed the theoretical implications relating to one of my recently published study in the International Marketing Review. In this post, I am going to focus on the managerial implications.
- Image by minxlj via Flickr
To briefly summarise the study, it focused on three antecedents to status consumption namely: (a) socio-psychological antecedents; (b) brand antecedents and [Read Story]