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The Impact of Country of Origin on Retail and Wholesale Brands in the UK Fashion Industry

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The Impact of Country of Origin on Retail and Wholesale Brands in the UK Fashion Industry The Impact of Country of Origin on Retail and Wholesale Brands in the UK Fashion Industry A thesis submitted to the University of Manchester for the degree of Doctor of Philosophy in the Faculty of Science & Engineering 2017 Arooj Rashid School of Materials Content List of Tables ............................................................................................................................................. 9 List of Publications ............................................................................................................................... 10 Abstract ........................................................................................................................................... 11 Declaration ..................................................................................................................................... 12 Copyright Statement .................................................................................................................... 12 Acknowledgment .......................................................................................................................... 13 Chapter 1: Introduction .............................................................................................................. 14 1.1. Research Background .................................................................................................................. 14 1.2. Research Literature: Country of Origin ................................................................................. 14 1.3. Research Literature: Retail Brands and Wholesale Brands ........................................... 18 1.4. Research Literature: Supply Chain Context ......................................................................... 21 1.5. The Research Problem ................................................................................................................ 22 1.6. Aim ..................................................................................................................................................... 23 1.7. Objectives ......................................................................................................................................... 23 1.8. Contribution .................................................................................................................................... 24 1.9. Thesis Structure ............................................................................................................................ 24 Chapter 1: Introduction ...................................................................................................................... 24 Chapter 2: Country of Origin .............................................................................................................. 24 Chapter 3: Branding ............................................................................................................................. 25 Chapter 5: Research Methodology ................................................................................................... 25 Chapter 6: Data Analysis and Discussions – Country of Origin .............................................. 25 Chapter 7: Data Analysis and Discussions – Retail and Wholesale Brands ....................... 25 Chapter 8: Conclusion .......................................................................................................................... 26 Chapter 2: Country of Origin ..................................................................................................... 27 2 2.1. Introduction .................................................................................................................................... 27 2.2. Historical Overview of the Country of Origin ...................................................................... 28 2.3. Country of Origin Constructs ..................................................................................................... 29 2.3.1. Country of Manufacturing and Assembly ................................................................................. 31 2.3.2. Country of Design ................................................................................................................................ 31 2.3.3. Country of Parts ................................................................................................................................... 32 2.3.4. Country of Brand Origin (Branding) ........................................................................................... 34 2.4. Country of Origin Definition from a Consumer Perspective ........................................... 36 2.5. Country of Origin Effect on Purchasing Intention .............................................................. 39 2.5.1. Country Image ...................................................................................................................................... 40 2.5.2. Halo and Summary Construct ........................................................................................................ 43 2.5.3. Patriotism and Ethnocentric Behaviour .................................................................................... 44 2.6. Chapter Summary ......................................................................................................................... 45 Chapter 3: Branding .................................................................................................................... 47 3.1. Introduction .................................................................................................................................... 47 3.2. Definition of a Brand .................................................................................................................... 48 3.2.1. Brand Equity .......................................................................................................................................... 49 3.3. Dimensions of Brand Knowledge ............................................................................................. 52 3.3.1. Brand Awareness ................................................................................................................................ 53 3.3.2. Brand Image .......................................................................................................................................... 55 3.3.3. Brand Association ............................................................................................................................... 57 3.3.4. Brand Trust ............................................................................................................................................ 58 3.3.5. Brand Personality ............................................................................................................................... 59 3.3.6. Brand Loyalty ........................................................................................................................................ 61 3.4. Visual Brand Identity ................................................................................................................... 62 3.4.1. Brand Name ........................................................................................................................................... 63 3.4.2. Colour ....................................................................................................................................................... 65 3 3.5. Retail Brands .................................................................................................................................. 66 3.5.1. Own Brands ........................................................................................................................................... 67 3.5.2. Own labels .............................................................................................................................................. 68 3.5.3. Sub-Brands ............................................................................................................................................. 69 3.6. Retail Process Brand .................................................................................................................... 70 3.6.1. Retail Service ........................................................................................................................................ 71 3.7. Classification and Examples of Different Fashion Retail Brands .................................. 77 3.7.1 Retail Brands Segmentation and Positioning ........................................................................... 78 3.7.2 Example of Different Fashion retail brands .............................................................................. 81 3.8. Wholesale Brands ......................................................................................................................... 86 3.9. Chapter Summary ......................................................................................................................... 92 Chapter 4: Research Framework Development ................................................................. 94 4.1. Introduction .................................................................................................................................... 94 4.1.1. Understanding and importance of COO ....................................................................................
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