“Foreign brands of course!” An ethnographic study exploring COO image perceptions and its influence on the preference of foreign clothing brands

IF 3.3 Q2 BUSINESS
Nadine Khair, Elizabeth Lloyd-Parkes, J. Deacon
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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. 
“当然是外国品牌!”一项民族志研究探讨首席运营官形象感知及其对外国服装品牌偏好的影响
摘要本研究通过对首席运营官形象的认知,探讨约旦女性对外国服装品牌的偏好。采用了人种学方法,包括三个数据生成阶段:互动小组访谈;购物观察;以及一对一的回应式访谈。本研究强调了以往研究中忽视的外国品牌偏好的新原因,这些原因源于自我和社会象征、消费象征、地位和炫耀性消费以及原产国形象。此外,这项研究的一个关键成果是“购买国”的概念化。为当地服装品牌改善其在约旦消费者(尤其是女性)心目中的形象提供了启示。强调并讨论了关于当地品牌定价、商店氛围和形象以及象征价值的建议。先前的研究通过探索发展中国家外国品牌偏好的不同原因进行了扩展,并引入了归纳和解释的方法来获得描述性和丰富的数据,从而了解时尚行业中的原产国和购买国现象。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
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.
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