Liu, Martin Jen-Yuan and Wang, Qing (2009) Double standard or sensible positioning: what factors influence consumers authenticity evaluation of off-shore manufactured brands? In: Association for Consumer Research Asia-Pacific Conference, Hyderabad, India., Jan 2-4th, 2009. Published in: Asia-Pacific Advances in Consumer Research, Vol.8 pp. 44-46.

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Abstract

This paper proposes that in the situation of off-shore manufactured brands where indexical authenticity is inherently low, higher authenticity evaluation can be managed and communicated via marketing positioning strategy that takes into account both brand type and consumer expertise and utilizes cues from different dimensions of authenticity. In two experimental studies we found that: (1) a brand elicits higher authenticity evaluation when paired with incongruent marketing positioning images than when paired with congruent marketing positioning images and (2) consumers’ expertise significantly influence their ability to process brand attributes, which in turn affects their authenticity evaluation of the brand. The findings have important implications for market positioning and brand management.

Item Type:	Conference Item (Paper)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Asia-Pacific Advances in Consumer Research
Publisher:	Association for Consumer Research
Date:	2009
Volume:	Vol.8
Page Range:	pp. 44-46
Status:	Not Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Conference Paper Type:	Paper
Title of Event:	Association for Consumer Research Asia-Pacific Conference
Type of Event:	Conference
Location of Event:	Hyderabad, India.
Date(s) of Event:	Jan 2-4th, 2009
URI:	http://wrap.warwick.ac.uk/id/eprint/44310

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