Luxury Zoran Krupka, Durdana Ozretic-Dosen, Jozo Previsic Faculty of Economics and Business, University of Zagreb J. F. Kennedy Square 6, 10000 Zagreb, Croatia E-mail: zkrupka@efzg.hr, dozretic@efzg.hr, jprevisic@efzg.hr Abstract: The aim of this paper is to investigate the impact of perceived brand name origin and perceived country of origin (COO) on fashion brand’s perceived luxury. Results of exploratory research indicate that perceived brand name origin has a strong impact on perceived luxury…
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