Conceptualizing 'Country of Ingredient Authenticity' of Luxury Brands
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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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Cheah, Isaac; Zainol, Zahirah; Phau, Ian (2016)The research investigates the influence of country-of-ingredient authenticity towards product judgement and ultimately how the construct influences the willingness to buy and recommend luxury branded products. This research ...
Zainol, Siti Nurzahirah Zakiah Binti (2015)The study investigates the influence of “consumers’ need for ingredient authenticity” towards product and brand evaluations and purchase intentions of luxury brands. A scale to measure ‘consumer needs for ingredient ...
Ko, E.; Phau, Ian ; Aiello, G. (2016)Â© 2016 Elsevier Inc.This special issue on luxury brand strategies and customer experiences includes eleven research papers which are valuable for marketers and researchers. Articles are grouped by topic- social media and ...