... on a metaverse platform (Zepeto). The experiments systematically manipulated brand heritage salience, luxury versus nonluxury brand positioning and framing of the brand’s origin (continuous vs discontinuous). Findings Heritage cues significantly reduced perceived brand continuity, negatively influencing...

...Zhuomin Shi; Xiangyun Zhang; Chunji Jin; Qianying Huang Purpose Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring...

... Corporate ability Brand origin Domestic brand In the era of globalization, the retail market has become increasingly competitive, as many local brands from different countries are turning into global brands to compete in the global market. As such, brand origin becomes an important determinant...

... brand attitude regardless of the objective accuracy of brand origin perceptions (Magnusson et al., 2011). Accurate COO perception is thus not a prerequisite for its effect on brand attitude. Brand image Brand heritage Brand origin Country of origin effect Cars Country...

... Intangible assets Country of origin Brand value Brand origin Global factory Economic geography Spatial regression Brands are widely recognised as an important source of a company’s income and competitive advantage (Barwise et al., 1989 , 1990). However, several factors can affect...

... at: nicolas.papadopoulos@carleton.ca © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Place Country-of-origin Schema theory Place image Brand origin Product-country image Identity theory Attitude theory Consumer dispositions Image theory Imagine...