Effects of "Owned-by" Versus "Made-in" for Willingness to Buy Australian Brands
This paper aims to examine the effects of economic nationalistic tendencies on consumer’s willingness to buy bi-national brands (i.e. product brands that involve affiliations of two or more countries - such as branded and made in Australia but owned by the French or the United States). By examining...
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| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2012
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| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/430ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/30216 |
| Summary: | This paper aims to examine the effects of economic nationalistic tendencies on consumer’s willingness to buy bi-national brands (i.e. product brands that involve affiliations of two or more countries - such as branded and made in Australia but owned by the French or the United States). By examining the Australian consumer’s economic nationalism towards bi-national brands, the study’s findings revealed a high level of economic nationalism present that resulted in the Australian consumers’ unwillingness to buy bi-national brands. More importantly, results showed that the Australian consumer’s are not any more receptive to bi-national brands as such domestic affiliations have not diluted the economic nationalistic sentiment. |
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