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dc.contributor.authorPhau, Ian
dc.contributor.editorNejdet Delener, Leonora Fuxman, Victor Lu, Anna Putnova, Luis Eduardo Rivera-Solis
dc.date.accessioned2017-01-30T13:23:58Z
dc.date.available2017-01-30T13:23:58Z
dc.date.created2014-10-28T02:23:11Z
dc.date.issued2009
dc.identifier.citationPhau, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/31186
dc.description.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.

dc.publisherGlobal Business and Technology Association
dc.relation.urihttp://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf
dc.titleDiffusion brands of designer jeans: effects on brand image and product quality
dc.typeConference Paper
dcterms.source.titleProceedings of Global Business and Technology Association conference
dcterms.source.seriesProceedings of Global Business and Technology Association conference
dcterms.source.isbn1932917055
dcterms.source.conferenceGlobal Business and Technology Association
dcterms.source.conference-start-dateJul 7 2009
dcterms.source.conferencelocationPrague
dcterms.source.placeCzech Republic
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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