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 ....................................................................................