Merchandising/Marketing/Retailing: Branding

Is Made-in-USA Branding Strategy Effective? The Influence of Consumers' Brand Expectations

Author
  • Gargi Bhaduri (Kent State University)

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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Published on
13 Nov 2015
Peer Reviewed