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Modeling links between the decision-making process and luxury brand attachment. An International comparison

Наименование публикации:Modeling links between the decision-making process and luxury brand attachment. An International comparisonАвторы:Скоробогатых И. И. 
Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Junji Tsuchiya, Bar Weitz, Hyunjoo Oh, Rahul Singh
Тематическая область:Экономика и экономические науки
Вид публикации:Статья в сборнике
Электронная публикация:НетЯзык издания:РусскийГод издания:2016Страна издания: Соединенное Королевство Наименование журнала или сборника:Global Branding and Country of Origin. Crativity and PassionНаименование издательства:Routledge. Taylor & Fransic Group. London and New YorkКод ISSN или ISBN:13: 978-1-138-80161-5Количество страниц:18Количество печатных листов:1,2Тираж, экз:1000Индексация:ScopusБиблиографическая ссылка:Godey B., Pederzoli D., Aiello G., Donvito R., Chan P., Tsuchiya J., Skorobogatykh I., Weitz B., Oh H., Singh R. (2016) Modeling links between decision-making process and luxury brand attachment: An international comparison. // Chapter in the book: Global Branding and Country of Origine. Creativity and Passion, edited by Gaetano Aiello, Raffaele Donvito and Tiziano Vescovi. Routledge. Taylor and Francis Group. London and New York. pp 5-23Аннотация (реферат):

​​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.


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