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

Abstract : The inspiration for this work arose from the current renewed in the theme of the Country of origin effect (COO), taken both in the broad sense and also with specific refrence to the world of luxury. This paper will outline the main theoretical-empirical contributions that have focused attention on : a) the Country of Origin effetc on consumer beahviour, b) 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. We have drawn up a sample of 48 respondents from the 3 countries. the findings obtained in this study confirm that the concepts of COO and brand have a composite nature, diplaying a number of possible readings.
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Submitted on : Sunday, February 13, 2011 - 7:47:33 PM
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Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Klaus-Peter Wiedmann. Luxury brand and country of origin effect : results of an international empirical study. Journal of Marketing Trends, International Marketing Trends Conference, 2010, vol.1, n° 1, pp.67-75. ⟨hal-00565526⟩

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