Manchester Metropolitan University's Research Repository

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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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.

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