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).
An international perspective on luxury brand and country-of-origin effect / G.Aiello; R.Donvito; B.Godey; D.Pederzoli; K.Wiedmann; N.Hennigs; A.Siebels; P.Chan; J.Tsuchiya; S.Rabino; I.Skorobogatykh; B.Weitz; H.Oh; R.Singh. - In: JOURNAL OF BRAND MANAGEMENT. - ISSN 1350-231X. - STAMPA. - 16:(2009), pp. 323-337.
An international perspective on luxury brand and country-of-origin effect
AIELLO, GAETANO;DONVITO, RAFFAELE;
2009
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).File | Dimensione | Formato | |
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