Impact of Perceived Brand Name Origin on Fashion Brand’s Perceived Luxury

Abstract

The aim of this paper is to investigate the impact of perceived brand name origin and perceived country of origin (COO) on fashion brand's perceived luxury. Results of exploratory research indicate that perceived brand name origin has a strong impact on perceived luxury, and subsequent willingness to pay a price premium, regardless whether the brand is fictional and only sounds as if originated from a certain country (e.g. "Italian sounding brand") or is a real brand. Results also indicate that by naming fashion brands to have a desirable (e.g. Italian) tone, potential negative impacts of real COO and even a country of manufacture (COM) could be mitigated.

Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?

“…Even for unknown brand names, as long as they do not use national or domestic brand names, they are perceived to show more luxury (Meng and Clark, 2007). The perceived origin of the brand name has a strong impact on perceived luxury, and subsequently, the willingness to pay a premium price, regardless of whether the brand is fictitious and only sounds as if it comes from a certain country, or a real brand (Krupka et al, 2014). H4: Foreign Language Brand Names are perceived as more luxurious than national brand names.…”

Factors Influencing the Perception of Destination Brand Luxuriousness

“…) From a marketing perspective, luxury brands are frequently defined in terms of their excellent quality, high transaction value, hedonic value and uniqueness (Lee, Hsu, Chen & Wu 2018;Tak & Pareek 2016;Fionda & Moore 2009). In addition to possible functional attributes, luxury brands are even more sought for their emotional and symbolic values arising from image, social status, exclusivity, high quality, superb performance and premium prices (Krupka, Ozretic-Dosen & Previsic 2014;Beverland 2006). Therefore, luxury brands can be understood as those that consumers buy because of the emotions they associate with them, and functional quality is what is implied.…”