Godey, Bruno; Pederzoli, Daniele; Aiello, Gaetano; … - In: Journal of Global Scholars of Marketing Science 23 (2013) 4, pp. 361-378
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,...
