Conceptualizing country-of-ingredient authenticity of luxury brands

Cheah Isaac; Zainol Zahirah; Phau Ian

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Conceptualizing country-of-ingredient authenticity of luxury brands

机译：概念化奢侈品品牌的原产国真实性

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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 is divided into 2 studies where the methodology takes on a 2 x 2 x 2 experimental research design looking at the raw materials acquired to craft Alpaca wool sweaters from brand and country of origin (COO) such as Prada (Made in Peru), Prada (Made in Italy) and Touch (Made in Peru) and artisan skills used for Chikan-embroidered dresses from Prada (Made in India), Prada (Made in Italy) and Touch (Made in India). Some findings indicate that Alpaca wool sweater 'made in Peru' does improve consumers' judgment of the branded product however country image and brand image played a part in authenticating the Chikan-embroidery that is 'made in India'. Sustainable and ethical practices also positively improve product judgement of the products. Crown Copyright (C) 2016 Published by Elsevier Inc. All rights reserved.

机译：该研究调查了原产国真实性对产品判断的影响，并最终考察了该构造如何影响购买和推荐奢侈品牌产品的意愿。这项研究分为2个研究，其中的方法论采用2 x 2 x 2的实验研究设计，研究从品牌和原产国（COO）（例如Prada（秘鲁制造））生产羊驼毛毛衣所需的原材料， Prada（意大利制造）和Touch（秘鲁制造）以及从Chida刺绣（印度制造），Prada（意大利制造）和Touch（印度制造）中使用Chikan刺绣连衣裙的工匠技能。一些调查结果表明，“秘鲁制造”的羊驼毛毛衣确实提高了消费者对品牌产品的判断力，但是国家形象和品牌形象在验证“印度制造”的奇坎刺绣中起了一定作用。可持续和道德规范也可以积极改善产品的产品判断力。 Crown版权所有（C）2016，由Elsevier Inc.保留。保留所有权利。

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来源
《Journal of Business Research》 |2016年第12期|5819-5826|共8页
作者
Cheah Isaac; Zainol Zahirah; Phau Ian;
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作者单位

Curtin Univ, Bentley, WA, Australia;

Curtin Singapore, Singapore, Singapore;

Curtin Univ, Bentley, WA, Australia;

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原文格式 PDF
正文语种 eng
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关键词
Country-of-origin; Luxury branding; Ingredient branding; Consumer behavior;

机译：原产地;豪华品牌;品牌成分;消费者行为;

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机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Conceptualizing country-of-ingredient authenticity of luxury brands

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