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    Conceptualizing 'Country of Ingredient Authenticity' of Luxury Brands

    Access Status
    Fulltext not available
    Authors
    Zainol, Zahirah
    Phau, Ian
    Cheah, Isaac
    Date
    2012
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Zainol, Z. and Phau, I. and Cheah, I. 2012. Conceptualizing 'Country of Ingredient Authenticity' of Luxury Brands, in Bogomolova, S. and Lee, R, and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference (ANZMAC), Dec 3-5 2012, paper 342. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
    Source Title
    Proceedings of the Australian and New Zealand Marketing Academy Conference
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Additional URLs
    http://www.anzmac.org/conference_archive/2012/papers/342ANZMACFINAL.pdf
    ISSN
    1447-3275
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/34045
    Collection
    • Curtin Research Publications
    Abstract

    PRADA goes local: the ‘Made In’ Campaign features its products being made in countries such as Peru, Scotland, India and Japan has proven to be something out of the ordinary and a bold move taken by the prominent luxury brand. The paper proposes a research framework to study the influence of “country of ingredient authenticity” towards product and brand evaluations of the luxury brands and the willingness to buy. Categorization theory and confirmation bias form the theoretical underpinning of the model and is structured around the research. Consumer needs for ingredient authenticity is proposed to have a direct relationship between the country cues and willingness to buy, willingness to recommend and actual purchase of luxury brand. A scale for consumer needs for ingredient authenticity will be developed alongside this research to fill the gap in the industry and research sector pertaining to consumers’ motivation to seek authentic products.

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