Brand and country-of-origin effect on consumers' decision to purchase luxury products

Bruno Godey*, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Hyunjoo Oh, Rahul Singh, Irina I. Skorobogatykh, Junji Tsuchiya, Bart Weitz

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

178 Citations (Scopus)


This research aims to update the factors influencing consumer purchase of luxury goods and, more specifically, to consider the combined effect of brand and country of origin (CoO) on the purchasing decision. This article extends an exploratory phase constructed from qualitative data previously gathered on this topic. The study includes administering a questionnaire online in seven countries (China, France, India, Italy, Japan, Russia, and the USA) to a total sample of 1102 respondents. The richness of this research relates to the possibility of an intercultural analysis of the results from seven countries. These results concern the differences in the relative importance of components of the consumer decision-making process in respect of the purchase of luxury and non-luxury goods; the relative importance of CoO for consumers making purchasing decisions relating to luxury goods; and the variation in consumers' decision-making criteria depending on the maturity of the luxury market. This research allows the authors to confirm, develop, and generalize results previously obtained in the exploratory phase of their work. They are interesting in terms of management recommendations for a company that wishes to expand internationally in a geographic area covered by the study, since the research found significant differences. The results of the research contribute also to the theoretical controversy concerning the importance of CoO in the consumer decision-making process.

Original languageEnglish
Pages (from-to)1461-1470
Number of pages10
JournalJournal of Business Research
Issue number10
Publication statusPublished - 2012 Oct


  • Consumer behavior
  • Country of origin
  • Cross-cultural analysis
  • International
  • Luxury

ASJC Scopus subject areas

  • Marketing


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