Modeling links between the decision-making process and luxury brand attachment: An international comparison

Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Junji Tsuchiya, Irina Ivanovna Skorobogatykh, Bart Weitz, Hyunjoo Oh, Rahul Singhg

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, Japan, Russia, USA) is analyzed through a structured questionnaire administered online. The research tests the scales of decision-making and brand attachment through exploratory and confirmatory factor analysis. It also tests the causal model of relationships between decision-making and luxury brand attachment. The richness of this research is related to the intercultural analysis of the results obtained in seven countries. These results concern the differences and similarities in: (1) defining the concept of country of origin (country of design, country of manufacture/ country of assembly); (2) the combined effects of factors, including brand, CoO, price, guarantee, design and advertising, in the purchasing decision for luxury brands; and (3) the links between decision-making and attachment of the consumer to the luxury brand. The results are interesting in terms of management recommendations for a company that wishes to expand internationally into one of the geographic areas covered by this study, since significant differences are observed.

Original languageEnglish
Title of host publicationGlobal Branding and Country of Origin: Creativity and Passion
PublisherTaylor and Francis Inc.
Pages5-22
Number of pages18
ISBN (Electronic)9781317625179
ISBN (Print)9781138801615
Publication statusPublished - 2016 Apr 14

Fingerprint

Decision making
Modeling
Luxury brands
Country of origin
International comparison
Decision-making process
China
Factors
Influencing factors
Exploratory factor analysis
Italy
Causal model
Purchasing
Guarantee
Questionnaire
Purchase
Confirmatory factor analysis
India
Russia
France

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Godey, B., Pederzoli, D., Aiello, G., Donvito, R., Chan, P., Tsuchiya, J., ... Singhg, R. (2016). Modeling links between the decision-making process and luxury brand attachment: An international comparison. In Global Branding and Country of Origin: Creativity and Passion (pp. 5-22). Taylor and Francis Inc..

Modeling links between the decision-making process and luxury brand attachment : An international comparison. / Godey, Bruno; Pederzoli, Daniele; Aiello, Gaetano; Donvito, Raffaele; Chan, Priscilla; Tsuchiya, Junji; Skorobogatykh, Irina Ivanovna; Weitz, Bart; Oh, Hyunjoo; Singhg, Rahul.

Global Branding and Country of Origin: Creativity and Passion. Taylor and Francis Inc., 2016. p. 5-22.

Research output: Chapter in Book/Report/Conference proceedingChapter

Godey, B, Pederzoli, D, Aiello, G, Donvito, R, Chan, P, Tsuchiya, J, Skorobogatykh, II, Weitz, B, Oh, H & Singhg, R 2016, Modeling links between the decision-making process and luxury brand attachment: An international comparison. in Global Branding and Country of Origin: Creativity and Passion. Taylor and Francis Inc., pp. 5-22.
Godey B, Pederzoli D, Aiello G, Donvito R, Chan P, Tsuchiya J et al. Modeling links between the decision-making process and luxury brand attachment: An international comparison. In Global Branding and Country of Origin: Creativity and Passion. Taylor and Francis Inc. 2016. p. 5-22
Godey, Bruno ; Pederzoli, Daniele ; Aiello, Gaetano ; Donvito, Raffaele ; Chan, Priscilla ; Tsuchiya, Junji ; Skorobogatykh, Irina Ivanovna ; Weitz, Bart ; Oh, Hyunjoo ; Singhg, Rahul. / Modeling links between the decision-making process and luxury brand attachment : An international comparison. Global Branding and Country of Origin: Creativity and Passion. Taylor and Francis Inc., 2016. pp. 5-22
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