Undergraduate Research

The Effects of Country-of-Origin and Attitude Functions on Luxury Brand Purchase

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Abstract

The purpose of this study was to examine the effects of country-of-origin on young consumers’ attitude and luxury brand purchase intentions. This study extends the “Functional Theories of Attitudes” by adding materialistic function to social-adjustive, value-expressive, hedonic, and utilitarian functions. A total of 418 online survey responses were used to test the proposed model. Results identified the utilitarian function was not reliable, but materialistic function was a reliable construct. Results found that attitude is a multidimensional construct consisting of social-adjustive, value-expressive, materialistic, and hedonic functions. Country-of-origin positively influenced attitude toward luxury brand, which positively influenced luxury brand purchase intentions. Further multiple regression analysis found a significant direct path between country-of-origin and luxury brand purchase, which showed much stronger impact than the effect of attitude on purchase intentions. These findings provide theoretical and managerial implications for luxury brand managers.

How to Cite:

Williams, K., Cho, E. & Smith, K. R., (2018) “The Effects of Country-of-Origin and Attitude Functions on Luxury Brand Purchase”, International Textile and Apparel Association Annual Conference Proceedings 75(1).