How does a brand’s country of origin shape its success in the global luxury market? This study synthesises findings from 79 academic papers to provide the first comprehensive overview of how luxury brands use country-of-origin cues to influence consumer perceptions of quality, identity, and value. Through a systematic review and bibliometric analysis, it identifies key strategic drivers, theoretical gaps, and future research opportunities in international luxury marketing.
The article is freely accessible at:
https://doi.org/10.1108/IMR-01-2025-0016
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