Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    The "HUGO BOSS" connection: Achieving global brand consistency across countries

    Access Status
    Fulltext not available
    Authors
    Phau, Ian
    Matthiesen, Insa
    Date
    2005
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Phau, I. and Matthiesen, I. 2005. The "HUGO BOSS" connection: Achieving global brand consistency across countries. The Journal of Brand Management. 12 (5): pp. 325-338.
    Source Title
    The Journal of Brand Management.
    DOI
    10.1057/palgrave.bm.2540229
    ISSN
    1350231X
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/3082
    Collection
    • Curtin Research Publications
    Abstract

    In the quest for globalisation, luxury brands are affected by brand image inconsistencies across countries. With greater regularity of consumer travel and increasing international media, consumers expect brands to deliver the same values on a worldwide basis. In other words, consumers are not disposed to tolerate inconsistencies in terms of the core concept of the brand. Hence, brand image inconsistencies harm the overall brand reputation and need to be corrected. This case study uses HUGO BOSS, one of the leading international fashion groups, as an exemplar in order to provide a simple and exploratory investigation of a brand suffering from a perception gap abroad. Australia constitutes the foreign country for this study. This case outlines the rising demand for global luxury products in Australia and the growth of HUGO BOSS as well as its future perspectives in the Australian market. This empirical investigation addresses the perception gap of the HUGO BOSS brand by examining customers' level of brand knowledge in terms of brand awareness and familiarity with the company's different brands and labels, their brand perceptions and associations as well as the brand personality that HUGO BOSS possesses in Australia. The case study proposes that HUGO BOSS has been successful in establishing a unique brand identity as an international fashion label for high-quality business wear for men, but that the company's other brand attributes are less apparent for consumers and that the depth and variety of the brand is often not fully understood by its customers.

    Related items

    Showing items related by title, author, creator and subject.

    • Drivers and Consequences of City Brand Love – Unravelling Tourists’ Love for Perth, WA
      Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)
      City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
    • Brand personality as a direct cause of brand extension success: does self-monitoring matter?
      Ferguson, Graham; Lau, K.; Phau, Ian (2016)
      Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the ...
    • Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding
      Cheah, Isaac ; Shimul, Anwar Sadat ; Teah, Min (2023)
      Purpose: This paper aims to examine consumers’ evaluation of and reaction to the coexistence of brand misconduct and sustainability claims through a series of studies. Design/methodology/approach: The research questions ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.