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

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.

Keywords

• estratégias de marketing
• marcas de luxo
• efeito país de origem