Browsing by Author "Pereira, Andreia Pedro"
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- Country Of Origin as an antecedent of brand love : a case study on the brand DCK boardshortsPublication . Pereira, Andreia Pedro; Simão, João Duarte Borges Martins de VasconcelosCountry Of Origin has been recognized as a significant cue for consumers to evaluate and assess a brand, and ultimately influence and affect their behavioral intentions towards it. The ultimate and ideal outcome of this, together with other adjacent factors, would result on the creation and development of a love relationship with the brand, where the consumers end up becoming loyal, engaged and committed to it. These two topics were addressed and studied through a case study on the Portuguese male boardshorts brand DCK. On one hand, the present dissertation sought to study this concept of Brand Love in order to understand its main attributes and outcomes, as well as assess how consumers perceive this brand. On the other hand, this dissertation also sought to study the concept of Country Of Origin as a possible antecedent of Brand Love, i.e., determine if this factor had any influence or impact upon the consumers´ purchase intentions. In line with this, once established whether or not DCK could fit the loved brand category, as well as whether or not the Country Of Origin contributed to it, this dissertation further analyzed the communication and marketing strategies of DCK. In order to answer the the research question, “How does the factor Country Of Origin influence the perception of Brand Love among consumers?”, the case study on the brand DCK encompassed an interview with the responsible for the marketing and communication of the brand, as well as an online survey aimed at the consumers of such brand. The results of the study show that, even though the brand does not consider the country of origin an important asset in its communication strategy, the consumers of DCK do in fact value it, considering it as one of the most influential factors when it comes to purchase products from it.