Country of Origin Effect on Purchase Intention Towards Italian Luxury Fashion: Mediating Role of Brand Perception and Social Status

Sandeep Kumar and Amit Gautam

Metamorphosis: A Journal of Management Research, 2021, vol. 20, issue 1, 16-24

Abstract: Economic growth, urbanization and higher disposable incomes have helped to propel growth of luxury fashion in India. Indian customers attach luxury fashion with their social status. Therefore, a need was felt to understand the drivers of purchase intention for luxury fashion goods. The purpose of study is to explain the role of factors which have influence on purchase intention for luxury fashion brands. The research tries to identify the mediating effect of brand perception and social status on interrelationship between country of origin (COO) and purchase intention. The data were collected by means of structured questionnaires from a total of 400 Indian customers residing in the Delhi NCR. Structural equation modelling has been used to find the outcomes. COO, brand perception and social status were found to significantly influence customer purchase intention. However, mediation effect of brand perception was found in relation between COO and purchase intention. Mediation effect of social status also exists in relation between COO and purchase intention. Brand perception and social status sequentially mediate the relationship between COO and purchase intention.

Keywords: Country of origin; brand perception; social status; purchase intention; Italian luxury fashion (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:metjou:v:20:y:2021:i:1:p:16-24

DOI: 10.1177/09726225211030067

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