Luxury brand and country of origin effect: results of an international empirical study

The inspiration for this work arose from the current renewed interest in the theme of the Country of Origin effect (COO), taken both in the broad sense and also with specific reference to the world of luxury. This paper will outline the main theoretical-empirical contributions that have focused attention on: a) the Country of Origin effect on consumer behaviour, b) Brand effect on consumer behaviour; c) the COO and Brand interaction effect on consumer behaviour. Finally, the results of an empirical study conducted in three European countries (Italy, France and Germany) will be presented.