Diffusion brands of designer jeans: effects on brand image and product quality
The study examines how status seeking and fashion innovative young consumers evaluate diffusion brands. Influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands are also examined. The results revealed that sub-brands and nested brands have sim...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Conference Paper |
| Published: |
Global Business and Technology Association
2009
|
| Online Access: | http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf http://hdl.handle.net/20.500.11937/31186 |
| _version_ | 1848753307172995072 |
|---|---|
| author | Phau, Ian |
| author2 | Nejdet Delener |
| author_facet | Nejdet Delener Phau, Ian |
| author_sort | Phau, Ian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The study examines how status seeking and fashion innovative young consumers evaluate diffusion brands. Influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands are also examined. The results revealed that sub-brands and nested brands have similar product quality and brand image evaluation when compared to the parent brand. Furthermore, sub-brands and nested brands have demonstrated product quality fit and brand image fit with the parent brand. The findings suggest that a new brand is not a good substitute for the parent brand to express status. In addition, brand origin is a greater signifier of product or brand quality than country of origin. |
| first_indexed | 2025-11-14T08:22:26Z |
| format | Conference Paper |
| id | curtin-20.500.11937-31186 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:22:26Z |
| publishDate | 2009 |
| publisher | Global Business and Technology Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-311862022-12-09T06:09:42Z Diffusion brands of designer jeans: effects on brand image and product quality Phau, Ian Nejdet Delener Leonora Fuxman Victor Lu Anna Putnova Luis Eduardo Rivera-Solis The study examines how status seeking and fashion innovative young consumers evaluate diffusion brands. Influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands are also examined. The results revealed that sub-brands and nested brands have similar product quality and brand image evaluation when compared to the parent brand. Furthermore, sub-brands and nested brands have demonstrated product quality fit and brand image fit with the parent brand. The findings suggest that a new brand is not a good substitute for the parent brand to express status. In addition, brand origin is a greater signifier of product or brand quality than country of origin. 2009 Conference Paper http://hdl.handle.net/20.500.11937/31186 http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf Global Business and Technology Association restricted |
| spellingShingle | Phau, Ian Diffusion brands of designer jeans: effects on brand image and product quality |
| title | Diffusion brands of designer jeans: effects on brand image and product quality |
| title_full | Diffusion brands of designer jeans: effects on brand image and product quality |
| title_fullStr | Diffusion brands of designer jeans: effects on brand image and product quality |
| title_full_unstemmed | Diffusion brands of designer jeans: effects on brand image and product quality |
| title_short | Diffusion brands of designer jeans: effects on brand image and product quality |
| title_sort | diffusion brands of designer jeans: effects on brand image and product quality |
| url | http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf http://hdl.handle.net/20.500.11937/31186 |