An international perspective on luxury brand and country of origin effect

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

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Abstract: The effects of the country-of-origin (COO) upon consumer perceptions and purchase intentions remain of interest to marketing researchers. Our paper analyses the perception of the COO and of brands, and their influence on consumer perception and purchasing intention. A cross-national sample was set up in order to obtain a more complex understanding of how the COO concept operates in various countries across different product categories (convenience products, shopping goods and specialty/luxury products).

Keywords: consumer behaviour; luxury; country-of-origin (COO); cross-cultural analysis; international (search for similar items in EconPapers)
Date: 2009-03
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Citations: View citations in EconPapers (17)

Published in Journal of Brand Management, 2009, vol. 16, n°5/6, pp. 323-337. ⟨10.1057/bm.2008.52⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00565479

DOI: 10.1057/bm.2008.52

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