Country of origin effect: a study with Brazilian consumers in the luxury market
This study aimed to verify the extent of the influence of the country of origin in the decision to purchase a product when considering a number of other attributes such as brand, price, warranty and store. In order to verify this country of origin effect, we conducted an empirical study in which 329...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2018-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123056181003 |
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| author | Maria Gabriela Montanari Jonny Mateus Rodrigues Janaina de Moura Engracia Giraldi Marcos Fava Neves |
| author_facet | Maria Gabriela Montanari Jonny Mateus Rodrigues Janaina de Moura Engracia Giraldi Marcos Fava Neves |
| author_sort | Maria Gabriela Montanari |
| collection | DOAJ |
| description | This study aimed to verify the extent of the influence of the country of origin in the decision to purchase a product when considering a number of other attributes such as brand, price, warranty and store. In order to verify this country of origin effect, we conducted an empirical study in which 329 Brazilian students used and evaluated three luxury brands from three different nations. From statistical analyses, we concluded that the country of origin is the criterion of minor importance in the purchase decision of a luxury perfume, while the fragrance, the price, and the brand are the most important cues in this purchase. The study provides indications that corroborate the hypothesis that marketing managers should direct their marketing efforts mainly to premium price and symbolism, history and strength of the brand, leaving aside some strategies that emphasize the country of origin of the brand. |
| format | Article |
| id | doaj-art-db9cd827de52414aa2ad0b2806d44e2b |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2018-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-db9cd827de52414aa2ad0b2806d44e2b2025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2018-01-0115434836210.15728/bbr.2018.15.4.3Country of origin effect: a study with Brazilian consumers in the luxury marketMaria Gabriela MontanariJonny Mateus RodriguesJanaina de Moura Engracia GiraldiMarcos Fava NevesThis study aimed to verify the extent of the influence of the country of origin in the decision to purchase a product when considering a number of other attributes such as brand, price, warranty and store. In order to verify this country of origin effect, we conducted an empirical study in which 329 Brazilian students used and evaluated three luxury brands from three different nations. From statistical analyses, we concluded that the country of origin is the criterion of minor importance in the purchase decision of a luxury perfume, while the fragrance, the price, and the brand are the most important cues in this purchase. The study provides indications that corroborate the hypothesis that marketing managers should direct their marketing efforts mainly to premium price and symbolism, history and strength of the brand, leaving aside some strategies that emphasize the country of origin of the brand.http://www.redalyc.org/articulo.oa?id=123056181003country of origin effectluxury brandsbrand |
| spellingShingle | Maria Gabriela Montanari Jonny Mateus Rodrigues Janaina de Moura Engracia Giraldi Marcos Fava Neves Country of origin effect: a study with Brazilian consumers in the luxury market BBR: Brazilian Business Review country of origin effect luxury brands brand |
| title | Country of origin effect: a study with Brazilian consumers in the luxury market |
| title_full | Country of origin effect: a study with Brazilian consumers in the luxury market |
| title_fullStr | Country of origin effect: a study with Brazilian consumers in the luxury market |
| title_full_unstemmed | Country of origin effect: a study with Brazilian consumers in the luxury market |
| title_short | Country of origin effect: a study with Brazilian consumers in the luxury market |
| title_sort | country of origin effect a study with brazilian consumers in the luxury market |
| topic | country of origin effect luxury brands brand |
| url | http://www.redalyc.org/articulo.oa?id=123056181003 |
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