Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations
Abstract
In spite of the potential impact of consumers’ existing brand schemas on the effectiveness of Made in USA branding efforts little empirical research exists on the topic. To fill this gap, we hypothesize that consumers’, perceived credibility (H1), attitude toward claim (H2), and attitude toward brand (H3) are highest for congruent claims, followed by incongruity resolution and least for incongruity non-resolution.
How to Cite:
Bhaduri, G., (2015) “Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations”, International Textile and Apparel Association Annual Conference Proceedings 72(1).
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