Article2004

An Exploratory Study into the Impact of Components of Brand Equity and Country of Origin Effects on Purchase Intention

73 citations0/0 files storedJournal of Asia-Pacific Business

No readable copy stored yet — this record is metadata only.

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Due to rapid globalization of markets and products, it is necessary for managers and academics alike to understand the importance of the drivers of global brands. In this paper we extend Keller's (1998) conceptualization of brand equity to incorporate Country and Brand Origin (CBO) and Country of Origin (COO) effects on purchase intention. A structural equation modelling approach is used to test a conceptual model that hypothesizes relationships between these variables for the product category of watches. The results show that the components of brand equity through the effect of brand loyalty are three times more important than COO effects. A direct recommendation of this study is that for this product category, marketing managers can choose a country of manufacture for cost efficiencies regardless of the associations that consumers have with that country.

Citations in this library

Stored only when both papers are in the corpus — 73 citations exist upstream.

References

1983Architecture of Cognition 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1995Building Strong Brands 1983Advances in Consumer Research 1975Journal of International Business Studies 1982Country-of-Origin Effects on Product Evaluations 1992Matching Product Catgeory and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects 1988Country-of-Origin Effects for Uni-National and Bi-National Products

Cited by

2011The interaction effect of country‐of‐origin, brand equity and purchase involvement on consumer purchase intentions of clothing labels 2023Role of consumer ethnocentrism on purchase intention toward foreign products: Evidence from data of Vietnamese consumers with Chinese products 2008Does “Made in …” Also Apply to Services? An Empirical Assessment of the Country-of-Origin Effect in Service Settings 2021Hierarchical Relationships among Brand Equity Dimensions: The Mediating Effects of Brand Trust and Brand Love 2021The role of selected marketing mix elements in consumer based brand equity creation: milk industry in Vietnam

Imported from OpenAlex (CC0) — nothing here is generated.