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Even if country of origin effects is one of the most studied topics in marketing literature and consumer behavior, but still attract the attention of researchers due to tremendous critics that need to be addressed. Based on some of those critics, this article presents the results of a qualitative study based on thirty laddering interviews conducted with Moroccan men belonging to the elite of generation Y. Our aim is to understand their attitudes towards hedonic product made in their local country-Morocco- vs foreign countries by integrating the means origin as a product attribute, consequence and personal value. The findings demonstrate that Moroccan elite consumers prefer foreign brands because they enhance their appearance, self-confidence and the need for uniqueness

The Country of Origin effects on Moroccan elite consumers' attitudes and purchase intention towards hedonic product