Country of origin association in retail and wholesale branding

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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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
Publication Title: Journal of Promotion Management
Creators: Rashid, A. and Barnes, L.
Publisher: Routledge
Date: 19 January 2018
ISSN: 1049-6491
Divisions: Schools > Nottingham Business School
Record created by: Jonathan Gallacher
Date Added: 05 Feb 2018 09:11
Last Modified: 19 Jul 2019 03:00

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