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Country Images in Fashion Marketing Strategies - Country of Origin Effect in the case of Australia, NZ and China

  • In times of globalization Country Images and Country of Origin Effects have increasingly gained importance. More informed consumers are able to purchase goods from around the globe and are no longer restricted to buying only goods produced in one’s home country. This has led to a rise in competition in the international market place, not only in the fashion industry. Managers are increasingly concerned with how brand’s Country of Origin is perceived and what effects it might have to relocate production to a developing country. While previous research was mainly focused on cross-sector investigations and studies of countries in Europe and North America, this paper’s focus was put on the perception of German consumers in regards to the countries New Zealand, Australia and China. The overall question to be answered in this study is “how do German fashion customers perceive the labels “Made in China”, “Made in New Zealand” and “Designed in Australia” and how do these perceptions affect the buying decision and price sensitivity? The results of this paper add value to the Australian brand Unreal Fur and the New Zealand brand PIA NAERA. It analyses their situations in the marketplace and gives suggestions of which marketing methods can be used in order to guide the customer’s perceptions and help support a positive image.

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Author:Rebecca Lindinger
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:Consumer Ethnocentrism; Cosmopolitanism; Country Image; Country of Manufacture; Country of Origin; Fashion; Marketing; Nation Equity; country image and consumer behaviour
Degree Program:IBM - International Business Management
Functional area:Marketing