Abstract
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).
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The qualitative analysis of this open answer is not included here because the authors believe that it would not have added any specific value to the paper.
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Note: Although all the authors share the final responsibility for the contents of this paper, section Literature Review was written by G. Aiello and R. Donvito and section Methodology was written by B. Godey, D. Pederzoli, R. Donvito and G. Aiello. All the authors co-wrote the section Introduction, General Results and Conclusion.
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Aiello, G., Donvito, R., Godey, B. et al. An international perspectiveon luxury brand and country-of-origin effect. J Brand Manag 16, 323–337 (2009). https://doi.org/10.1057/bm.2008.52
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DOI: https://doi.org/10.1057/bm.2008.52