دانلود رایگان مقاله مفهوم سازی اعتبار کشور عناصر لوکس

abstract

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 × 2 × 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 Touchè (Made in Peru) and artisan skills used for Chikan-embroidered dresses from Prada (Made in India), Prada (Made in Italy) and Touchè (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.

5. Discussion

5.1. Discussions: Study One The first type of ingredient branding, which is authenticity in raw materials is discussed in this first study. The stimulus for the study shows ‘Peruvian alpaca wool’ as the ingredient used to manufacture the Alpaca wool sweaters and emphasises the superiority of the ‘Peruvian’ alpaca wool as a raw material in this case. Furthermore, the discussions from Study One and Two will compare the results and provide support for the proposed hypotheses under three conditions namely the type of ingredient branding, the levels of COO images and the brand image or effects in order to determine the impact these cues will have on consumer product judgment of luxury branded products and their buying behaviour.