Single Brand with Multiple Country Images: The Effects of M&A and Offshoring on Apparel Brand Credibility and Prestige across Brand Tiers

dc.contributor.author Woo, Hongjoo
dc.contributor.author Jin, Byoungho
dc.date 2018-10-20T06:15:48.000
dc.date.accessioned 2020-06-30T05:39:23Z
dc.date.available 2020-06-30T05:39:23Z
dc.date.issued 2017-01-01
dc.description.abstract <p>Increasingly common practices in the global apparel industry are Cross-border Merger and Acquisition (M&A) and offshoring. When an apparel brand's country of ownership or made-in country is an "unexpected" country and mismatches with the brand image, what psychological reactions would occur in consumers' minds, and how would those reactions change brand credibility and prestige? Is consumers' reaction to the country image changes more severe to luxury brands than to mass market brands? Built on cognitive dissonance theory and social exchange theory, this experimental study examined how country image changes resulted from M&A and offshoring influence on consumers' perceived brand credibility and prestige, and to compare those effects by two brand tiers (i.e., luxury brands vs. mass market brands).</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/161/
dc.identifier.articleid 2100
dc.identifier.contextkey 11601943
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/posters/161
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51640
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/posters/161/TAI_Woo_Single_20Brand_20with_20Multiple_20Country_20Images.pdf|||Fri Jan 14 20:55:09 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Single Brand with Multiple Country Images: The Effects of M&A and Offshoring on Apparel Brand Credibility and Prestige across Brand Tiers
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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