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Swissness Communication and its Impact on Consumer-Brand Relationships

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  • Bruhn, Manfred
  • Batt, Verena

Abstract

While the topic of country-of-origin has received widespread attention in literature, the focus has been primarily on product quality and purchase intentions. Less research has been conducted on the effects of country-of-origin in the context of consumer relationships. The present paper addresses this research gap. For this purpose, the concept of ‘Swissness Communication’ and its influence on consumer-brand relationships is investigated. The developed model is empirically tested by surveying 976 German consumers. The findings reveal that the Swissness Communication construct consists of three factors: high performance quality, exclusivity, and sympathy. Furthermore, the results disclose that Swissness Communication has the potential to build strong consumer-brand relationships.

Suggested Citation

  • Bruhn, Manfred & Batt, Verena, 2015. "Swissness Communication and its Impact on Consumer-Brand Relationships," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 69(2), pages 116-131.
    • Handle: RePEc:nms:untern:10.5771/0042-059x-2015-2-116
    DOI: 10.5771/0042-059X-2015-2-116
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