Modeling links between the decision-making process and luxury brand attachment : an international comparison = 建模链接决策过程和奢侈品牌附件 : 国际性比较
Modeling links between the decision-making process and luxury brand attachment : an international comparison = 建模链接决策过程和奢侈品牌附件 : 国际性比较 / Bruno Godey, Daniele Pederzoli, Gaetano Aiello, Raffaele Donvito, Priscilla Chan, Junji Tsuchiya, Irina Ivanovna Skorobogatykh, Bart Weitz, Hyunjoo Oh, Rahul Singh
p. 361-378 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.23 no.4(2013 September), p. 361-378 23:4<361 ISSN 2163-9159 저자: Bruno Godey, Rouen Business School E-MAIL: email@example.com 저자: Daniele Pederzoli, Rouen Business School 저자: Gaetano Aiello, Department of Management and Economics, University of Florence 저자: Raffaele Donvito, Department of Management and Economics, University of Florence 저자: Priscilla Chan, Manchester Metropolitan University 저자: Junji Tsuchiya, Waseda University 저자: Irina Ivanovna Skorobogatykh, Plekhanov Russian Academy of Economics 저자: Bart Weitz, University of Florida 저자: Hyunjoo Oh, University of Florida 저자: Rahul Singh, Birla Institute of Management Technology, Greater Noida
This research aims to extend the analysis of the factors influencing consumer purchase of luxury goods. The effects of brand and country of origin (CoO) on the purchase decision are specifically considered. A total sample of 1103 respondents in seven countries (China, France, India, Italy, 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 differences and similarities in: (1) defining the concept of country of origin (country of design, country of manufacture/country of assembly); (2) the combined effects of factors, including brand, CoO, price, guarantee, design and advertising, in the purchasing decision for luxury 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 wishes to expand internationally into one of the geographic areas covered by this study, since significant differences are observed.