{"title":"“Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brands","authors":"Nadine Khair, Elizabeth Lloyd-Parkes, J. Deacon","doi":"10.1080/20932685.2021.1921608","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study explores Jordanian women’s preferences for foreign over local clothing brands through exploring perceptions of COO image. An ethnographic approach has been utilized, consisting of 3 data generation stages: interactive group interviews; shopping observations; and one on one responsive interviews. This study highlights new reasons for preference of foreign brands, overlooked in previous studies, stemming from self and social symbolism, consumption symbolism, status and conspicuous consumption and country of origin image. Furthermore, a key outcome of this research is the conceptualization of “Country of Purchase”. Implications are provided for local clothing brands on ways to improve their image in the eyes of Jordanian consumers – particularly women. Recommendations regarding local brands’ pricing, store atmosphere and image, and symbolic value are highlighted and discussed. Previous research is extended by exploring different reasons for foreign brand preference in developing countries and introduces an inductive and interpretive approach to obtain descriptive and rich data providing understanding of the phenomena of country of origin and country of purchase in the fashion industry. ","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2021-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/20932685.2021.1921608","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Fashion Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/20932685.2021.1921608","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 4
Abstract
ABSTRACT This study explores Jordanian women’s preferences for foreign over local clothing brands through exploring perceptions of COO image. An ethnographic approach has been utilized, consisting of 3 data generation stages: interactive group interviews; shopping observations; and one on one responsive interviews. This study highlights new reasons for preference of foreign brands, overlooked in previous studies, stemming from self and social symbolism, consumption symbolism, status and conspicuous consumption and country of origin image. Furthermore, a key outcome of this research is the conceptualization of “Country of Purchase”. Implications are provided for local clothing brands on ways to improve their image in the eyes of Jordanian consumers – particularly women. Recommendations regarding local brands’ pricing, store atmosphere and image, and symbolic value are highlighted and discussed. Previous research is extended by exploring different reasons for foreign brand preference in developing countries and introduces an inductive and interpretive approach to obtain descriptive and rich data providing understanding of the phenomena of country of origin and country of purchase in the fashion industry.
期刊介绍:
The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.