An international perspective on luxury brand and country of origin effect

Abstract : 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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Journal of Brand Management, Palgrave Macmillan, 2009, vol. 16, n°5/6, pp. 323-337. 〈10.1057/bm.2008.52〉
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https://hal-rbs.archives-ouvertes.fr/hal-00565479
Contributeur : Emilie Breton <>
Soumis le : dimanche 13 février 2011 - 13:51:36
Dernière modification le : mercredi 11 juillet 2018 - 16:20:10

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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, Palgrave Macmillan, 2009, vol. 16, n°5/6, pp. 323-337. 〈10.1057/bm.2008.52〉. 〈hal-00565479〉

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