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    Diffusion brands of designer jeans: effects on brand image and product quality

    Access Status
    Fulltext not available
    Authors
    Phau, Ian
    Date
    2009
    Type
    Conference Paper
    
    Metadata
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    Citation
    Phau, I. 2009. Diffusion brands of designer jeans: effects on brand image and product quality, in in Delener, N. et al (ed), Global Business and Technology Association, Jul 7-11 2009, pp. 972-979. Prague: Global Business and Technology Association.
    Source Title
    Proceedings of Global Business and Technology Association conference
    Source Conference
    Global Business and Technology Association
    Additional URLs
    http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf
    ISBN
    1932917055
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/31186
    Collection
    • Curtin Research Publications
    Abstract

    The study examines how status seeking and fashion innovative young consumers evaluate diffusion brands. Influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands are also examined. The results revealed that sub-brands and nested brands have similar product quality and brand image evaluation when compared to the parent brand. Furthermore, sub-brands and nested brands have demonstrated product quality fit and brand image fit with the parent brand. The findings suggest that a new brand is not a good substitute for the parent brand to express status. In addition, brand origin is a greater signifier of product or brand quality than country of origin.

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