Investigation the Effect of Country-of-Origin on Consumer Perception and Purchase Intention of Luxury Brands: Case Study - Luxury Branded of Switzer Watches

Abstract

The influence of Country-of-Origin (CoO) has been the focus on a lot of studies in international marketing fields. The concepts of consumer perception and purchase intention have a mutual relationship; assume importance in the study of country of origin effects. This research attempts to investigate the influence of country of origin towards consumer perception and purchase intention of luxury branded of Switzer watches in context of Iran. Finally regression analysis was used on data in order to test hypothesizes of study. The results strengthens our understanding of the CoO effect to consumer’s purchasing intention specially when product’s country of origin considering luxury brands. These results also contribute for a company that wishes to expand internationally in a geographic area and to the theoretical controversy concerning the importance of CoO in the consumer perception and purchasing intention on decision making process.