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C/M/1273. Dissertation. Country-of-Origin Effect on Consumer Attitudes towards Luxury Brands

WORDS:
15500
DATE:
2009
PRICE:
159.99 GBP

The dissertation examines the impact produced by a luxury brand’s country of origin (COO) on consumers’ purchase intention, product quality perception, and attitude towards the brand. The review of literature touches on the theory of consumer behaviour, brand theory, COO effects, consumer ethnocentrism, consumer animosity, etc. The methods of the research are based on secondary data and the primary data collected via a questionnaire to investigate COO effects on customer attitudes towards Italian luxury brands 'Made in Italy' and 'Made in China'. Conclusions are drawn about the ways in which the 'Made In' COO information affects the attitude towards the brand, the product quality and the buying behaviour of consumers.

 

KEYWORDS: Dissertation, Country-of-Origin, Consumer behaviour, Luxury Brands, purchase intention, product quality,

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Thank you for the fabulous service and a great paper to help with the interview! Abbey