IDEAS home Printed from https://ideas.repec.org/a/bbz/fcpbbr/v15y2018i4p348-362.html
   My bibliography  Save this article

Country of origin effect: a study with Brazilian consumers in the luxury market

Author

Listed:
  • Maria Gabriela Montanari

    (FEA-RP/USP)

  • Jonny Mateus Rodrigues

    (FEA-RP/USP)

  • Janaina de Moura Engracia Giraldi

    (FEA-RP/USP)

  • Marcos Fava Neves

    (FEA-RP/USP)

Abstract

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.

Suggested Citation

  • Maria Gabriela Montanari & Jonny Mateus Rodrigues & Janaina de Moura Engracia Giraldi & Marcos Fava Neves, 2018. "Country of origin effect: a study with Brazilian consumers in the luxury market," Brazilian Business Review, Fucape Business School, vol. 15(4), pages 348-362, July.
    • Handle: RePEc:bbz:fcpbbr:v:15:y:2018:i:4:p348-362
    as

    Download full text from publisher

    File URL: http://bbronline.com.br/index.php/bbr/article/download/275/417
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Brijs, Kris & Bloemer, Josée & Kasper, Hans, 2011. "Country-image discourse model: Unraveling meaning, structure, and function of country images," Journal of Business Research, Elsevier, vol. 64(12), pages 1259-1269.
    2. Samiee, Saeed, 2010. "Advancing the country image construct -- A commentary essay," Journal of Business Research, Elsevier, vol. 63(4), pages 442-445, April.
    3. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    4. Nadine Hennigs & Klaus-Peter Wiedmann & Christiane Klarmann & Suzane Strehlau & Bruno Godey & Daniele Pederzoli & Agnes Neulinger & Kartik Dave & Gaetano Aiello & Raffaele Donvito & Koyama Taro & Jank, 2012. "What is the value of luxury? A cross-cultural consumer perspective," Post-Print hal-00779336, HAL.
    5. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
    6. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    7. Zeugner-Roth, Katharina P. & Diamantopoulos, Adamantios, 2010. "Advancing the country image construct: Reply to Samiee's (2009) commentary," Journal of Business Research, Elsevier, vol. 63(4), pages 446-449, April.
    8. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gabriela Menet & Marek Szarucki, 2020. "Impact of Value Co-Creation on International Customer Satisfaction in the Airsoft Industry: Does Country of Origin Matter?," JRFM, MDPI, vol. 13(10), pages 1-23, September.
    2. Katharina Stolz, 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?," Sustainability, MDPI, vol. 14(14), pages 1-24, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    2. Leonidas C. Leonidou & Bilge Aykol & Saeed Samiee & Nikolaos Korfiatis, 2022. "A Meta-analysis of the Antecedents and Outcomes of Consumer Foreign Country Image Perceptions: The Moderating Role of Macro-level Country Differences," Management International Review, Springer, vol. 62(5), pages 741-784, October.
    3. Saeed Samiee & Brian R. Chabowski, 2021. "Knowledge structure in product- and brand origin–related research," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 947-968, September.
    4. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    5. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    6. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    7. Zeugner-Roth, Katharina Petra & Bartsch, Fabian, 2020. "COO in print advertising: Developed versus developing market comparisons," Journal of Business Research, Elsevier, vol. 120(C), pages 364-378.
    8. Zeugner-Roth, Katharina P. & Diamantopoulos, Adamantios, 2010. "Advancing the country image construct: Reply to Samiee's (2009) commentary," Journal of Business Research, Elsevier, vol. 63(4), pages 446-449, April.
    9. Giana Eckhardt & Luming Wang, 2015. "The Multidimensional Nature of Product Perceptions within Asia," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 290-301, December.
    10. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    11. Hamzaoui-Essoussi, Leila & Merunka, Dwight & Bartikowski, Boris, 2011. "Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality," Journal of Business Research, Elsevier, vol. 64(9), pages 973-978, September.
    12. N. Meltem Çakýcý, 2015. "Products, Brands and Countries: Country-ofBrand (COB) and Product-of-Country (POC) Constructs in Country-of-Origin Research," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 29(1), pages 81-93.
    13. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    14. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    15. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    16. Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.
    17. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    18. Salman Yousaf, 2017. "Quantification of country images as stereotypes and their role in developing a nation brand: The case of Pakistan," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(1), pages 81-95, February.
    19. Maidul Islam & Bidhanchandra Nahakpam Singh, 2020. "Factor Affecting Attitude and Purchase Intention of Luxury Fashion Product Consumption: A Case of Korean University Students," Sustainability, MDPI, vol. 12(18), pages 1-14, September.
    20. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bbz:fcpbbr:v:15:y:2018:i:4:p348-362. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Lasso (email available below). General contact details of provider: https://edirc.repec.org/data/fucapbr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.