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Auteur Giorgia CIFARELLI |
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Does Country of Origin Sustainability influence Brand Success? / Giorgia CIFARELLI / 2020
Titre : Does Country of Origin Sustainability influence Brand Success? Type de document : Mémoire Auteurs : Giorgia CIFARELLI, Auteur Année de publication : 2020 Importance : 42 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
DEVELOPPEMENT DURABLE ; MARQUE ; PAYS ACP ; PAYS INDUSTRIALISERésumé : Nowadays, sustainability and country of origin become important issues of discussion, either for consumer either for corporate and country minister. This paper proposes to study if coo sustainability has effect on the success of brand. To develop the analysis, a quantitative method was applied to study the existence of some causal relation between country of origin sustainability and the brand success to answer to the question does country of origin sustainability influence brand success. The study was conduct by creating a survey which showing three watches with as unique difference a flag representing the country of origin. The interviewed were randomly exposed to one of these condition and asked question about country of origin sustainability and their willingness to pay premium price for brand from that countries. The statistical analysis demonstrates an absence of any relationship between the country of origin sustainability and brand success, whether direct or mediated. This result leads to an important insight for marketing manager. In fact, since country of origin sustainability doesn’t influence brand success, marketing manager has not to consider this characteristic for their strategic plan because it is misleading. Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529152
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