The Country-of-Origin Effect and its Potential Impact on How German Consumers Perceive Chinese Luxury Goods

Please always quote using this URN: urn:nbn:de:bvb:20-opus-153047
  • This thesis investigates the impact of the country-of-origin effect on Chinese luxury brands which intend to enter the German luxury goods market. By means of a questionnaire and a quantitative analysis, possible threats to Chinese newcomers that derive from an unfavorable country image are illustrated. In fact, the Chinese origin of luxury goods has an impact on German consumers' perception.

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Author: Nadine Shane
Document Type:Master Thesis
Granting Institution:Universität Würzburg, Philosophische Fakultät (Histor., philolog., Kultur- und geograph. Wissensch.)
Faculties:Philosophische Fakultät (Histor., philolog., Kultur- und geograph. Wissensch.) / Institut für Kulturwissenschaften Ost- und Südasiens
Referee:Prof. Dr. Doris Fischer
Year of Completion:2017
Dewey Decimal Classification:3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft
GND Keyword:China
Tag:German consumers
consumerism; country-of-origin effect; luxury market
Release Date:2017/08/30
Licence (German):License LogoCC BY-SA: Creative-Commons-Lizenz: Namensnennung, Weitergabe unter gleichen Bedingungen 4.0 International