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

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

66 Citations (Scopus)


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).

Original languageEnglish
Pages (from-to)323-337
Number of pages15
JournalJournal of Brand Management
Issue number5-6
Publication statusPublished - 2009 Mar


  • Consumer behaviour
  • Country-of-origin (COO)
  • Cross-cultural analysis
  • International
  • Luxury

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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