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  • 标题:The Concept of Culture of Brand Origin (COBO): A New Paradigm in the Evaluation of Origin Effect
  • 本地全文:下载
  • 作者:Amran Harun ; Nabsiah Abdul Wahid ; Osman Mohammad
  • 期刊名称:International Journal of Academic Research in Business and Social Sciences
  • 电子版ISSN:2222-6990
  • 出版年度:2011
  • 卷号:1
  • 期号:3
  • 页码:282-290
  • 出版社:Human Resource Management Academic Research Society
  • 摘要:While much of the origin effect is evaluated on the basis of Country of Origin (COO), this paper argues that the COO evaluation has becoming irrelevant in today's marketing context due to the globalization effect. Thus, this paper proposes a new alternative tool to appraise the origin effect with much concentration on the cultural factors namely the Culture of Brand Origin (COBO). This new concept reflects the cultural characteristics appended to a brand which are the language of the brand name and its linguistics uniqueness. These two core dimensions for COBO function as indicator of the brand's origin and are postulated to have an influence on consumers' attitudes and behavior. Therefore, this paper discusses the components of COBO which includes identification of COBO on the basis of language and perception of brand name linguistics. The highlighted components of brand name linguistics consist of phonetic, morphology and semantics.
  • 关键词:Culture of Brand Origin; Origin Effect; Brand Name Linguistics
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