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Article Dans Une Revue Journal of Brand Management Année : 2009

An international perspective on luxury brand and country of origin effect

Résumé

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).

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hal-00565479 , version 1 (13-02-2011)

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Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Klaus-Peter Wiedmann. An international perspective on luxury brand and country of origin effect. Journal of Brand Management, 2009, vol. 16, n°5/6, pp. 323-337. ⟨10.1057/bm.2008.52⟩. ⟨hal-00565479⟩

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