An international perspectiveon luxury brand and country-of-origin effect

Gaetano Aiello, Raffaele Donvito, Bruno Godey*, Daniele Pederzoli, Klaus Peter Wiedmann, Nadine Hennigs, Astrid Siebels, Priscilla Chan, Junji Tsuchiya, Samuel Rabino, Irina Ivanovna Skorobogatykh, Bart Weitz, Hyunjoo Oh, Rahul Singh

*この研究の対応する著者

研究成果査読

53 被引用数 (Scopus)

抄録

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).

本文言語English
ページ(範囲)323-337
ページ数15
ジャーナルJournal of Brand Management
16
5-6
DOI
出版ステータスPublished - 2009 3

ASJC Scopus subject areas

  • 戦略と経営
  • マーケティング

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