Researches pertaining to luxury goods consumption have been actively discussed recently, and studies on the purchase intention of luxury brands have been widely carried out in accordance with this trend. The existing researches are mostly focused on consumers in developed countries in the US and Europe, however there are few studies on consumers’ intention to purchase luxury brands in emerging market countries. Moreover, researches on the consumption of luxury vehicle brands targeting Korean consumers are hardly found. Therefore, this study aims to promote conceptual development of luxury brand research and suggest managerial implications in the luxury automobile consumption market by comparative study of Korean consumers’ perception on luxury vehicle brands. Based on the existing literature on luxury goods, this study tries to investigate country of origin effect on purchase intention mediating brand prestige, brand credibility, and perceived quality in the context of luxury vehicle market. This study aims firstly to confirm antecedents of purchase intention in the context of luxury goods consumption. Accordingly, country of origin(COO) image has been divided into three constructs; functional COO image, social COO image, and dynamic COO image. And the hypotheses have been developed to investigate how each of the COO image affect purchase intention mediating brand prestige, brand credibility, and perceived quality in the context of luxury vehicle market. For the purpose of empirical study, a survey has been carried out to Korean consumers focusing on the COO effect on purchase intention by selecting the luxury vehicle brand. By utilizing SPSS 22.0 and AMOS 18.0, the results of path analysis for all group confirmed the effects of all the components of COO effects on brand prestige are accepted, except dynamic COO image, while the effects of all components of country of origin on brand credibility are all accepted. And the effect of brand prestige on brand credibility has been accepted. In addition, the relationship of brand prestige and brand credibility with perceived quality has also been accepted. Lastly, the effects of brand prestige, brand credibility, and perceived quality on purchase intention have been also accepted. Based on the results of this study, theoretical and managerial implications are presented with limitations of this study and future research proposal.
