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工商管理研究工坊第31期  

发布时间2017-11-02 02:48:00  

工商管理研究工坊第31期

主题: 奢侈品消费的品牌国效应
 
主讲人:邱琪 讲师 首经贸工商管理学院市场营销系教师
 
地点:敏行楼一层新会议室
 
时间:2017年11月2日(周四)12:30-13:30
 
内容简介:
     This research explores the different effects of country of brand (COB) image on symbolic value of luxury brands. Based on two empirical studies of symbolic value of sunglasses and sunscreen cream, we find that COB image has significant positive impacts on prestige value, social self-expressive value and inner self-expressive value while COB cues influence uniqueness value negatively. This research demonstrates that the effect of COB image on social self-expressive value and inner self-expressive value of luxury brands will be greater when subjects are promotion-primed rather than prevention-primed. In addition, COB image affects symbolic value prominently when the brand is closely related to COB.