Brand and country-of-origin effect on consumers' decision to purchase luxury products

Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Hyunjoo Oh, Rahul Singh, Irina Skorobogatykh (), Junji Tsuchiya and Bart Weitz
Additional contact information
Bruno Godey: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School
Daniele Pederzoli: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, Pôle Markets, Brands & Experiences - 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
Priscilla Chan: MMU - Manchester Metropolitan University
Hyunjoo Oh: UF - University of Florida [Gainesville]
Junji Tsuchiya: Waseda University [Tokyo, Japan]
Bart Weitz: UF - University of Florida [Gainesville]

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Abstract: This research aims to update the factors influencing consumer purchase of luxury goods and, more specifically, to consider the combined effect of brand and country of origin (CoO) on the purchasing decision. This article extends an exploratory phase constructed from qualitative data previously gathered on this topic. The study includes administering a questionnaire online in seven countries (China, France, India, Italy, Japan, Russia, and the USA) to a total sample of 1102 respondents. The richness of this research relates to the possibility of an intercultural analysis of the results from seven countries. These results concern the differences in the relative importance of components of the consumer decision-making process in respect of the purchase of luxury and non-luxury goods; the relative importance of CoO for consumers making purchasing decisions relating to luxury goods; and the variation in consumers' decision-making criteria depending on the maturity of the luxury market. This research allows the authors to confirm, develop, and generalize results previously obtained in the exploratory phase of their work. They are interesting in terms of management recommendations for a company that wishes to expand internationally in a geographic area covered by the study, since the research found significant differences. The results of the research contribute also to the theoretical controversy concerning the importance of CoO in the consumer decision-making process.

Keywords: Country of origin; Luxury; International; Cross-cultural analysis; Consumer behavior (search for similar items in EconPapers)
Date: 2012-10
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Citations: View citations in EconPapers (46)

Published in Journal of Business Research, 2012, Vol. 65 (n° 10), pp 1461-1470. ⟨10.1016/j.jbusres.2011.10.012⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00822005

DOI: 10.1016/j.jbusres.2011.10.012

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