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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