Discuss the influence of branding and country of origin upon the purchase intentions of customers

-Introduction to Research Topic & Main Research Question

-Literature Review and Research Questions

-Methodology

-Analysis of Data

-Ethical Considerations

Though this dissertation is grounded in existing academic literature its primary focus is on the collation of new primary data. Accordingly it seeks, through the use of both a web-based questionnaire and ‘on-street’ surveys to answer three questions.

First, it considers the relationship between branding and consumer purchasing decisions, with a specific focus on fashion clothing: Abercrombie and Fitch, Primark

Brand image

reputation

ethics

http://elitedaily.com/humor/the-10-most-ridiculous-things-mike-jeffries-ceo-of-abercrombie-fitch-has-said/

*mention about where their products have been made

Secondly, the study determines the existence and nature of predetermined customer opinions as to the quality and value of brands within that market dependent upon country of origin.

Thirdly, it explores aspects of existing advertisement campaigns that customers find particularly alluring with regard to the three brands under consideration.

-abercrombie and fitch ‘s advertisement compare to primark

Prendergast, G.P., Tsang, A.S.L. and Chan, C.N.W. (2010) ‘The interactive influence of country of origin of brand and product involvement on purchase intention’, Journal of Consumer Marketing, Vol. 27(2), pp.180-188.

Bluemelhuber, C., Carter, L.C. and Lambe, C.J. (2007) ‘Extending the view of brand alliance effects: An integrative examination of the role of country of origin’, International Marketing Review, Vol. 24(4), pp. 427-443.

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