Country-of-Origin Effects on Consumer Attitudes towards Luxury Brands

Equivocal findings, limited generalisability and high context dependency of country-of-origin effects present in the literature underline need for further research on country-of-origin effects. No research contribution investigates the influence of country-of-origin effects on consumer attitudes of luxury brands.

On the one hand, country-of-origin research has proven strongly context-specific and it is therefore unknown to what extent findings from preceding country-of-origin studies apply to consumer evaluations and consumer perceptions in the analytically distinct case of luxury brands. The luxury brand literature, on the other hand, builds on the assumption that a strong country-of-origin connection is a constituting element of a luxury brand, which, however, remains an untested assumption. It is therefore essential to post the research question, how country-of-origin information influences consumer attitudes of luxury brands. The research question, how the impact of country-of-origin information on consumers' attitudes of luxury brands differs between Switzerland and Singapore, exemplarily address differences of country-of-origin effects between two culturally distinct spheres focusing on the case of luxury brands.

To measure consumer attitudes and the assessment of luxury brand quality, Likert Scales and Semantic Differential Scales is respectively used in a survey questionnaire. MANOVA data analysis is employed to evaluate the data.

Aufenthaltsort: Wharton-SMU Research Center, Singapore
Referenten: Prof. Dr. Li Choy Chong (ARC-HSG), Prof. Dr. Andreas Herrmann (ZBM-HSG)