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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Autores principales:	Maria Gabriela Montanari, Jonny Mateus Rodrigues, Janaina de Moura Engracia Giraldi, Marcos Fava Neves
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	country of origin effect luxury brands brand Business HF5001-6182
Acceso en línea:	https://doaj.org/article/db9cd827de52414aa2ad0b2806d44e2b
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id	oai:doaj.org-article:db9cd827de52414aa2ad0b2806d44e2b
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spelling	oai:doaj.org-article:db9cd827de52414aa2ad0b2806d44e2b2021-11-11T15:48:07ZCountry of origin effect: a study with Brazilian consumers in the luxury market1807-734X10.15728/bbr.2018.15.4.3https://doaj.org/article/db9cd827de52414aa2ad0b2806d44e2b2018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123056181003https://doaj.org/toc/1807-734XThis 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.Maria Gabriela MontanariJonny Mateus RodriguesJanaina de Moura Engracia GiraldiMarcos Fava NevesFUCAPE Business Schoolarticlecountry of origin effectluxury brandsbrandBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 4, Pp 348-362 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	country of origin effect luxury brands brand Business HF5001-6182
spellingShingle	country of origin effect luxury brands brand Business HF5001-6182 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
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
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
title	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_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_sort	country of origin effect: a study with brazilian consumers in the luxury market
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/db9cd827de52414aa2ad0b2806d44e2b
work_keys_str_mv	AT mariagabrielamontanari countryoforigineffectastudywithbrazilianconsumersintheluxurymarket AT jonnymateusrodrigues countryoforigineffectastudywithbrazilianconsumersintheluxurymarket AT janainademouraengraciagiraldi countryoforigineffectastudywithbrazilianconsumersintheluxurymarket AT marcosfavaneves countryoforigineffectastudywithbrazilianconsumersintheluxurymarket
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Country of origin effect: a study with Brazilian consumers in the luxury market

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