@article{2015:bruhn:swissness_,
title = {Swissness Communication and its Impact on Consumer-Brand Relationships},
year = {2015},
note = {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.},
journal = {Die Unternehmung},
pages = {116--131},
author = {Bruhn, Manfred and Batt, Verena},
volume = {69},
number = {2}
}