The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers
Tagreed Saleh Abalkhail
Abstract:The purpose of this paper is to examine the impact of country of origin on purchase decisions of luxury and fast fashion. The countries of origin include the US and European countries like France, Italy, UK, Spain, Germany, and Sweden. Moreover, conspicuous consumption was included in this research as a mediating variable, and brands from the US and Europe were evaluated. A total of 443 women were surveyed. The data were assessed using a structural equation model and a t-test. The results confirm the positive … Show more
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