Conceptualizing ‘Country-of-Ingredient-Authenticity’ for Luxury Brands
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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 authenticity’ and a new construct ‘country-of-ingredient-authenticity’ were developed. The methodology entails a 3X2X2 factorial experimental design to examine the effects of three luxury brands from two levels of country image (high vs low) and two authenticity cues (raw materials vs artisan skills).
This thesis is unavailable until 27 04 2021
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