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.
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© 2017 Academy of Marketing Science
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Chandrasen, A., Daryanto, A., Alexander, N. (2017). Sojourners’ Brand Origin Recognition Accuracy: The Role of Cosmopolitanism and Place Attachment (An Extended Abstract). In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_176
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DOI: https://doi.org/10.1007/978-3-319-47331-4_176
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