The Effect of Country of Origin Image on Brand Equity and Purchase Intention

Abstract

This study have focused on the effects of sub-component of Country of Origin (include country of brand (CoB) and country of manufacture (CoM)) on brand equity dimension and purchase intention. To accomplish this, a conceptual framework was designed and relationships among its constructs (CoB image, CoM image, brand equity dimensions, purchase intention) were hypothesized. The purchase intention of personal goods such mobile phones were examined among Iranian consumers. Primary data were collected from a sample of 586 consumers in Tehran Mobile Passage using questionnaire survey .We used probability cluster sampling method for selecting the sample. Whereas Country of Brand images relate positively to four dimensions of brand equity and purchase intention, Country of Manufacture images has not an impact on purchase intention and brand equity. The results of the research contribute also to the theoretical controversy concerning the importance of Country of Origin in the consumer decision-making process.

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