Rashid, A. ORCID: 0000-0003-4614-2066 and Barnes, L., 2018. Country of origin association in retail and wholesale branding. Journal of Promotion Management. ISSN 1049-6491
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Abstract
The purpose of this paper is to consider country of origin in terms of its association with brand heritage and its implications in fashion branding, thus providing a new perspective within the context of retail and wholesale brands. This qualitative study demonstrates how country of origin is widely used as a communicative tool by retail and wholesale brands, associated with brand heritage. However, the way country of origin is manifested and/or associated (e.g. brand name, colour etc.) varies depending on a brand’s history, positioning, brand value, and the type of market sector that the retail and wholesale brands are targeting.
Item Type: | Journal article | ||||
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Publication Title: | Journal of Promotion Management | ||||
Creators: | Rashid, A. and Barnes, L. | ||||
Publisher: | Routledge | ||||
Date: | 19 January 2018 | ||||
ISSN: | 1049-6491 | ||||
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Divisions: | Schools > Nottingham Business School | ||||
Record created by: | Jonathan Gallacher | ||||
Date Added: | 05 Feb 2018 09:11 | ||||
Last Modified: | 19 Jul 2019 03:00 | ||||
URI: | https://irep.ntu.ac.uk/id/eprint/32617 |
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