Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations

dc.contributor.author Bhaduri, Gargi
dc.date 2018-10-19T00:49:30.000
dc.date.accessioned 2020-06-30T05:34:43Z
dc.date.available 2020-06-30T05:34:43Z
dc.date.issued 2015-11-13
dc.description.abstract <p>In spite of the potential impact of consumers’ existing brand schemas on the effectiveness of Made in USA branding efforts little empirical research exists on the topic. To fill this gap, we hypothesize that consumers’, perceived credibility (H1), attitude toward claim (H2), and attitude toward brand (H3) are highest for congruent claims, followed by incongruity resolution and least for incongruity non-resolution.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2015/presentations/18/
dc.identifier.articleid 1278
dc.identifier.contextkey 9269573
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2015/presentations/18
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/50953
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2015/presentations/18/MVP_Bhaduri_MadeinUSA.pdf|||Fri Jan 14 21:34:07 UTC 2022
dc.subject.disciplines Fashion Business
dc.title Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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