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

Author

Listed:
  • Heine, Klaus
  • Atwal, Glyn
  • He, Jiaxun

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

  • Heine, Klaus & Atwal, Glyn & He, Jiaxun, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Australasian marketing journal, Elsevier, vol. 27(1), pages 14-23.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:1:p:14-23
    DOI: 10.1016/j.ausmj.2018.09.001
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