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An international perspective on luxury brand and country of origin effect

Author

Listed:
  • 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

    (EM - EMLyon Business School)

  • Raffaele Donvito
  • Klaus-Peter Wiedmann

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).

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
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    Citations

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    Cited by:

    1. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    2. 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 & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 87-104.
    3. Mainolfi, Giada, 2020. "Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers," Journal of Business Research, Elsevier, vol. 120(C), pages 286-293.
    4. 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.
    5. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    6. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    7. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
    8. Tagreed Saleh Abalkhail, 2023. "The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    9. Serkan Ozdemir & Martin Wynn & Bilgin Metin, 2022. "Cybersecurity and Country of Origin: Towards a New Framework for Assessing Digital Product Domesticity," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    10. Katharina Stolz, 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?," Sustainability, MDPI, vol. 14(14), pages 1-24, July.
    11. Bachmann, Frank & Walsh, Gianfranco & Hammes, Eva K., 2019. "Consumer perceptions of luxury brands: An owner-based perspective," European Management Journal, Elsevier, vol. 37(3), pages 287-298.
    12. 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, Prague University of Economics and Business, vol. 2020(4), pages 59-72.
    13. Marco Bettiol & Maria Chiarvesio & Eleonora Di Maria & Raffaella Tabacco, 2016. "Luxury Firms in China: The Role of Design and Marketing Capabilities," Global Business Review, International Management Institute, vol. 17(6), pages 1269-1279, December.
    14. 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.
    15. repec:pad:wpaper:0157 is not listed on IDEAS
    16. 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.
    17. Luíza Fonseca & Angela da Rocha, 2021. "Rethinking Offshoring and International Marketing Strategies during the COVID-19 Pandemic," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 25(Spe), pages 200216-2002.

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