Conceptualizing ‘Country-of-Ingredient-Authenticity’ for Luxury Brands
The study investigates the influence of “consumers’ need for ingredient authenticity” towards product and brand evaluations and purchase intentions of luxury brands. A scale to measure ‘consumer needs for ingredient authenticity’ and a new construct ‘country-of-ingredient-authenticity’ were develope...
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| Format: | Thesis |
| Language: | English |
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Curtin University
2015
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| Online Access: | 16066 http://hdl.handle.net/20.500.11937/558 |
| Summary: | The study investigates the influence of “consumers’ need for ingredient authenticity” towards product and brand evaluations and purchase intentions of luxury brands. A scale to measure ‘consumer needs for ingredient authenticity’ and a new construct ‘country-of-ingredient-authenticity’ were developed. The methodology entails a 3X2X2 factorial experimental design to examine the effects of three luxury brands from two levels of country image (high vs low) and two authenticity cues (raw materials vs artisan skills). |
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