Country of origin effect on luxury brands evaluation: an experimental study

Authors

  • Andrea Kassouf Pizzinatto Universidade Metodista de Piracicaba – UNIMEP
  • Nadia Kassouf Pizzinatto Universidade Metodista de Piracicaba – UNIMEP
  • Evandro Luiz Lopes Universidade Nove de Julho – UNINOVE
  • Antonio Carlos Giuliani Universidade Metodista de Piracicaba – UNIMEP

DOI:

https://doi.org/10.18568/1980-4865.9294-109

Keywords:

Marketing strategies, Brands, Luxury brands, Country of origin effect

Abstract

This study investigates the country of origin effect in luxury brands evaluation, theory that concerns the stereotype developed in the mind of consumers from a negative or positive image of the country where the product was manufactured, influencing product brand evaluation image. The methodological process was conducted with experiments, involving manipulation of variables thought printed advertisings, stimulus, as developed especially for the research, in three different situations: first the negative country of origin effect (with bad manufacture quality stereotyped image); second the positive country of origin effect (with good manufacture quality stereotyped image); e a third without any mention of the country of origin. Data were collected through printed questionnaires, answered by 330 people. Results indicated that luxury brand evaluation is not affected by positive country of origin stimulus, but it can influence positively the non luxury brands. The negative country of origin affects both, luxury and non luxury brands, however the effect is superior in non luxury brands. In the stimulus without mention regarding the country of origin, the brand luxury evaluation was not highly affected. However it improved the evaluation of non luxury brands, when compared with the negative country of origin stimulus.

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Author Biographies

Andrea Kassouf Pizzinatto, Universidade Metodista de Piracicaba – UNIMEP

Doutora em Administração pela UNINOVE. Professora do Programa de Mestrado e Doutorado da Universidade Metodista de Piracicaba – UNIMEP

Nadia Kassouf Pizzinatto, Universidade Metodista de Piracicaba – UNIMEP

Doutora em Administração pela FGV. Professora do Programa de Mestrado e Doutorado da Universidade Metodista de Piracicaba – UNIMEP

Evandro Luiz Lopes, Universidade Nove de Julho – UNINOVE

Doutor em Administração pela Universidade Nove de Julho – UNINOVE. Professor no Programa de Pós-Graduação em Administração na mesma instituição

Antonio Carlos Giuliani, Universidade Metodista de Piracicaba – UNIMEP

Doutor em Educação pela Universidade Metodista de Piracicaba – UNIMEP. Professor do Programa de Pós Graduação em Administração na mesma instituição.

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Published

2014-08-27

How to Cite

Pizzinatto, A. K., Pizzinatto, N. K., Lopes, E. L., & Giuliani, A. C. (2014). Country of origin effect on luxury brands evaluation: an experimental study. Internext - International Business and Management Review, 9(2), 94–109. https://doi.org/10.18568/1980-4865.9294-109

Issue

Vol. 9 No. 2 (2014): MAIO/AGOSTO

Section

Fórum de Marketing Internacional

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