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

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.