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Brand Origin: Theoretical Framework And Empirical Evidence

In: Marketing And Management Sciences

Author

Listed:
  • EUGENIJUS CHLIVICKAS

    (Department of International Economics and Management, Vilnius Gediminas Technical University, Sauletekio ave. 11, Vilnius, LT-10223, Lithuania)

  • RASA SMALIUKIENE

    (Department of International Economics and Management, Vilnius Gediminas Technical University, Sauletekio ave. 11, Vilnius, LT-10223, Lithuania)

Abstract

The influence of product's brand origin on product evolution mainly has been studied from a country-of-origin perspective whit little consideration for cross-national regions as a place of origin. Article develops broader perception of the brand origin that is more suitable for the business based on cross-national cooperation and international clusters. The theoretical value of the study lies in the synthesis of fragmented knowledge about branding an international regional. It provides theoretical framework for cross-national region-related branding and presents the results on empirical research based on Baltic Sea region as a brand origin. From the practical standpoint the paper provides understanding about the influence of region's image to product evolution in international market.

Suggested Citation

  • Eugenijus Chlivickas & Rasa Smaliukiene, 2010. "Brand Origin: Theoretical Framework And Empirical Evidence," World Scientific Book Chapters, in: Damianos P Sakas & Nikolaos Konstantopoulos (ed.), Marketing And Management Sciences, chapter 82, pages 473-475, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781848165106_0082
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    More about this item

    Keywords

    Management; Organizational Behavior; Marketing; Negotiation; Dynamic Models; International Business; Strategic Business; Human Resource;
    All these keywords.

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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