Luxury brand and country of origin effect: results of an international empirical study

Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito and Klaus-Peter Wiedmann
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Bruno Godey: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School
Daniele Pederzoli: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School
Gaetano Aiello: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Raffaele Donvito: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence

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Abstract: The inspiration for this work arose from the current renewed in the theme of the Country of origin effect (COO), taken both in the broad sense and also with specific refrence to the world of luxury. This paper will outline the main theoretical-empirical contributions that have focused attention on : a) the Country of Origin effetc on consumer beahviour, b) the COO and Brand interaction effect on consumer behaviour. Finally, the results of an empirical study conducted in three European countries (Italy, France and Germany) will be presented. We have drawn up a sample of 48 respondents from the 3 countries. the findings obtained in this study confirm that the concepts of COO and brand have a composite nature, diplaying a number of possible readings.

Keywords: Country of origin; luxury; consumer behaviour; international; cross-cultural analysis (search for similar items in EconPapers)
Date: 2010-01-01
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Citations: View citations in EconPapers (1)

Published in Journal of Marketing Trends, 2010, vol.1, n° 1, pp.67-75

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00565526

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