Основан в 1907 году
в России и за рубежом
This research aims to extent the analysis of factors influencing consumer purchase of luxury goods. The effect of brand and counttry of origine (CoO) on purchase decision are specially considered. A total sample of 1103 respondents in seven countries (China, France, India, Ital, 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 differentiation and similiarities in (1) defining the concept of country of origin (country of design, country of manufacture/country of assembly); (2) the combined effect of factors, including 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 wiches to expand internationally into one of the georgaphic areas covered by this study, since significan differences are observed.