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An international perspective on luxury brand and country of origin effect


  • 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

    (emlyon business school)

  • Raffaele Donvito
  • Klaus-Peter Wiedmann


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).

Suggested Citation

  • Bruno Godey & Daniele Pederzoli & Gaetano Aiello & Raffaele Donvito & Klaus-Peter Wiedmann, 2009. "An international perspective on luxury brand and country of origin effect," Post-Print hal-00565479, HAL.
  • Handle: RePEc:hal:journl:hal-00565479
    DOI: 10.1057/bm.2008.52
    Note: View the original document on HAL open archive server:

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    Cited by:

    1. Valentina De Marchi & Eleonora Di Maria, 2015. "Eco-innovazione, relazioni di fornitura e implicazioni per la comunicazione nelle piccole imprese: un focus sulla moda italiana," MERCATI E COMPETITIVIT, FrancoAngeli Editore, vol. 2015(4), pages 87-104.
    2. Audrin, Catherine & Brosch, Tobias & Chanal, Julien & Sander, David, 2017. "When symbolism overtakes quality: Materialists consumers disregard product quality when faced with luxury brands," Journal of Economic Psychology, Elsevier, vol. 61(C), pages 115-123.
    3. Květa Olšanová & Gina Cook & Petr Král & Ondřej Vilikus & Marija Zlatić, 2020. "Exploration of Opportunities for Development of CEE Domestic Luxury Brands: Case of the Czech Republic," Central European Business Review, University of Economics, Prague, vol. 2020(4), pages 59-72.
    4. Nur Suhaili Ramli, 2017. "A review of marketing strategies from the European chocolate industry," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-17, December.
    5. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.


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