This research considers the combined effects of brand and country-of-origin on the purchase decision. This paper extends an exploratory research phase previously run on 7 countries (China, France, India, Italy, Japan, Russia, USA). A causal model between decision-making and luxury brand attachment is tested.
Modeling Links Between the Decision-Making Process and Luxury Brand Attachment: an International Comparison / B.Godey; D.Pederzoli; G.Aiello; R.Donvito. - ELETTRONICO. - (2012), pp. 1-5. (Intervento presentato al convegno 2012 Global Marketing Conference - KSMS tenutosi a Seoul - Corea del Sud nel 19-22 Luglio 2012).
Modeling Links Between the Decision-Making Process and Luxury Brand Attachment: an International Comparison
AIELLO, GAETANO;DONVITO, RAFFAELE
2012
Abstract
This research considers the combined effects of brand and country-of-origin on the purchase decision. This paper extends an exploratory research phase previously run on 7 countries (China, France, India, Italy, Japan, Russia, USA). A causal model between decision-making and luxury brand attachment is tested.
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