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Managing country-of-origin affiliations for luxury brand-building in China

Author

Listed:
  • Klaus Heine

    (EM - EMLyon Business School)

  • Glyn Atwal
  • Jiaxun He

Abstract

The recent wave of luxury ventures in China has created an important need to understand luxury brand-building in China. A critical component of this research domain is the concept of country-of-origin (CoO). Chinese ventures use multiple country associations which makes the country one of the most suitable places to study the new phenomenon of hybrid brands. This marks a new stage in the evolution of CoO research. Findings stemming from a conceptual research and an explorative study are used to develop a conceptual model for managing CoO affiliations for hybrid brands within the context of Chinese luxury brands. Practical implications will help brand managers to understand which CoO facets make a luxury brand ‘Chinese' and, on the other hand, how to improve brand prestige with Western CoO cues.

Suggested Citation

  • Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.
    • Handle: RePEc:hal:journl:hal-02312231
    Note: View the original document on HAL open archive server: https://hal.science/hal-02312231
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    References listed on IDEAS

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