||Is It the Same from East to West vs. West to East? : A Brand Hybridity Authenticity Study from Ingredient, Design and Organization Culture Perspectives
||Is It The Same from East to West vs. West to East? :
A Brand Hybridity Authenticity Study from Ingredient, Design and Organization Culture Perspectives
||Institute of International Management
||Emy Saavedra Lan
Hybridity brand management
Organization culture hybridity
Country of origin.
Brand authenticity has been an attractive topic for researcher, especially in the marketing field, this thesis aboard how companies are becoming hybrid through organizational level, designing and ingredient aspects to be seen as different, and through these hybridities be perceived as authentic brands.
The purpose of the study is to identify the influence of ingredient hybridity, design hybridity, organization culture hybridity in brand authenticity in four dimensions; continuity, heritage, integrity and creative authenticity and the influence of hybridity vector as a moderator. Hybrid identity Stross’s Theory and Morhart and Spiggle measurement scale were applied.
This research defined the concepts of brand identity, hybridity, authenticity, hybridity vector and the relationship between hybrid identity and authenticity. The results concluded that design hybridity, organization hybridity and ingredient hybridity are equally important in the dimensions of brand authenticity. For integrity, the interaction of hybridity vector and hybridity type results showed a negative influence in integrity authenticity when ingredient and design are hybrids.
Hybridity vector influence the perception of heritage in brand authenticity, resulting when hybridity vector is negative, heritage is also perceived as negative. For creative dimension, a positive direction has a higher influence in creativity compare with a high to low COO Hybridity direction.
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Globalization Market Change. 1
1.1.2 Globalization and Authenticity. 3
1.2 Research Motivation and Objectives. 3
1.3 Research Procedure. 5
1.4 Research Structure. 6
CHAPTER TWO LITERATURE REVIEW 8
2.1 Hybridity and Authenticity. 8
2.2 The Hybridity Cycle. 9
2.3 Application of Hybridity 12
2.4 Hybridity in Brand Management. 13
2.4.1 Organization Culture Hybridity (OCH). 14
2.4.2 Ingredient Hybridity (IH). 15
2.4.3 Design Hybridity (DH). 16
2.5 Country of Origin. 18
2.5.1 Hybridity Vector. 19
2.6 Brand Authenticity. 19
2.6.1 Heritage. 21
2.6.2 Continuity. 22
2.6.3 Integrity. 23
2.6.4 Creativity 25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 27
3.1 Study. 27
3.2 Pilot Study. 29
3.2.1 Manipulation of Hybridity Vector and Data Collection for Pilot Study. 29
3.3 Result of Pilot Study. 29
3.3.1 Manipulation Check of Hybridity Vector. 29
3.4 Main Study Methodology. 32
3.4.1 Hybrid Brand Identity Manipulation. 33
3.4.2 Dependent Variables Measurement. 34
3.4.3 Hybridity vector (HV) Manipulation Check. 35
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Main Experimental Study 36
4.1.1 Demographic Information. 36
4.1.2 Factor Analysis and Reliability Test. 36
4.1.3 Hybridity Vector Manipulation Check. 39
4.2 ANOVA Hypothesis Analysis 40
4.2.1 Heritage Authenticity Analysis. 40
4.2.2 Continuity Authenticity Analysis. 44
4.2.3 Integrity Authenticity Analysis. 46
4.2.4 Creativity Authenticity Analysis. 49
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 52
5.1 Summary of the Results. 53
5.2 Hybridity Vector (HV). 54
5.3 Brand Hybridity and Heritage in Brand Authenticity. 54
5.4 Brand Hybridity and Continuity in Brand Authenticity. 55
5.5 Brand Hybridity and Integrity in Brand Authenticity. 56
5.6 Hybridity Brand and Creative in Brand Authenticity. 57
5.7 Theoretical Implication. 58
5.8 Managerial Implication. 59
5.9 Further Research. 60
Appendix A. Main Questionnaire Format Using Positive Hybridity Vector. 66
Appendix B. Main Questionnaire Format Using Negative Hybridity Vector. 67
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