Interactions between Country Of Origin (CoO) and brand on consumer behaviour: An international research investigation on luxury brands in 7 Countries

Objectives . This research aims to update the factors i nfluencing consumer purchase of luxury goods. More specifically we will consider the combined effects of brand and country of origin on the purchase decision. This article extends an exploratory phase constructed from qualitative data previously gathered o n this topic. Methodology. We used a questionnaire administered on - line in 7 countries (Italy, France, China, Japan, USA, Russia, India) to a total sample of 1 , 037 respondents. Results. The richness of this research is related to the possibility of an in tercultural analysis of the results obtained in 7 countries. These results concern the difference and similarity in:  Defining the concept of Country Of Origin (Country of Design, Country of Manufacture, Country Of Assemby)  Country images perceived by con sumers in different geographical areas,  Defining the functions of the brand and, finally,  The combined effects of factors: brand, Co O and price in the purchasing decision for luxury brands. Conclusions. This research has allowed us to confirm, develop a nd generalize results previously obtained in the exploratory phase of our work. They are interesting in terms of management recommendations for a company that would expand internationally in a geographic area covered by our study, since we observed signifi cant differences