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 |
|---|---|
| URN: | urn:nbn:de:bvb:20-opus-153047 |
| 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 |
| Language: | English |
| 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): |  CC BY-SA: Creative-Commons-Lizenz: Namensnennung, Weitergabe unter gleichen Bedingungen 4.0 International |