Country of Origin Association in Retail and Wholesale Branding

Rashid, Arooj and Barnes, Liz (2018) Country of Origin Association in Retail and Wholesale Branding. Journal of Promotion Management, 24 (3). pp. 312-331. ISSN 1049-6491

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Official URL: https://www.tandfonline.com/doi/full/10.1080/10496...

Abstract

The purpose of this article 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, color, 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:	Article
Peer-reviewed:	Yes
Date Deposited:	13 May 2020 10:07
Publisher:	Informa UK Limited
Additional Information:	This is an Author Accepted Manuscript of a paper accepted for publication in Journal of Promotion Management, published by and copyright Taylor & Francis.
Divisions:	Faculties > Arts and Humanities
Subject terms:	country of origin, branding, fashion, retail brands, wholesale brands, 1505 Marketing, 2001 Communication and Media Studies, 1503 Business and Management, Marketing
URI:	https://e-space.mmu.ac.uk/id/eprint/625694
DOI:	https://doi.org/10.1080/10496491.2018.1378299
ISSN	1049-6491
e-ISSN	1540-7594

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