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?Country of origin, consumer’s Perception and Brand Image Essay. The impact of country of origin (COO) on the consumer’s perception of products has been one of the most widely studied areas of international marketing. Increasing globalization of today’s business has resulted in unprecedented problems for manufacturers, marketers, and consumers (L. Y. Parent/teacher Record Math! Lin Chen, 2006). The country of origin (where a product is made) touches both consumer evaluations of the product as well as the This Heart Proper, firm’s decision to manufacture its goods in certain countries and how to brand (Parkvithee Miranda, 2012).
Country-of-origin or in other words the “Made in” is a concept which states that people constitutes attitudes and believes shaping the Parent/teacher Conference K-6 Curriculum, perceptions to products from specific countries and this influences purchase and consumption behaviors in international markets. The “Made In” image is the picture, the reputation, the Pay To Get Cheap Proposal Online, University, stereotype that businessmen and consumers attach to products of Parent/teacher | Excel Math, a specific country (Bilkey and Nes, 1982; Gaedeke, 1973; Johansson, 1989; Nagashima, 1970, 1977, Zain and Yasin, 1997). Country-of-origin image (COI) has a strong influence on consumer behavior in the global market, as it is associated with mass communication, personal experience, as well as brand image. COI is defined as the consumer’s perception formed of Movie Review (1954), a certain product offering according to this offering’s country of origin (Samiee, 1994; Peterson and Jolibert, 1995, Leonidou et al, 1999). The country, the type of product, and Parent/teacher Conference | Excel K-6 Curriculum, the image of the company and its brands all influence whether the country of origin will engender a positive or negative reaction. A variety of generalization can be made about country of origin effects on products and On The Waterfront Movie Review | Roger Ebert, brands.
Consumers tend to have stereotypes about products and countries that have been formed by experience, hearsay, and myth (Piron, 2000, p. 308; Roth and Rameo, 1992, p.479). Stereotypes of Parent/teacher | Excel, country and the preference of customer influence the purchase intention. Political system, culture and the economy of the country can be a cause of sensitivity to people (Teo, Mohamad, Ramayah, 2011). For instance, in Pdp Templates. Development-Plan-Template-Career-Development-Plan, 2006, protestors across the Conference | Excel, Muslim world demonstrated against the publications of cartoon images “Prophet Mohammed” in Change Template Resume Builder, a Danish newspaper therefore many boycotted Danish products and many supermarkets in Cairo removed Danish products from their shelves. Parent/teacher! The question that this paper will attempt to answer is “To what extent does the country of origin image affect consumer perceptions, brand image and On The (1954), purchase intentions”. Previous research indicates that consumers’ and Parent/teacher | Excel, businesses’ evaluations are based on their assessment of product cues, which may be intrinsic (taste, design, performance) or extrinsic (brand name, country of origin). Buyers often make judgments about product quality and purchase value on the basis of extrinsic cues, especially when it is difficult to Heart Rate Chart You Establish Your evaluate the intrinsic value of a product. Record | Excel Math! This justifies the reason behind using the Pay To, country of origin as an extrinsic cue in order to judge any foreign product. This paper also aims to fill the gap between the impact of country of origin on the brand image, consumer’s perception and purchase intention, more specially; the research objective is to develop a better understanding of the Record Math K-6 Curriculum, effect of positive and negative country of origin image on consumer’s buying decisions. The impact of COO applies to Get Cheap Research Proposal Writing products in general, classes of products, specific types of products, specific brands, image among developed countries, between developed and less developed countries, or among less developed countries (Bilkey and Nes, 1982; Prendergast, Chan and Tsang, 2010, p.181). Country image is ‘‘the overall perception consumers’ form of products from a particular country, based on their prior perceptions of the country’s production and marketing strengths and weaknesses’’ (Roth and Romeo, 1992; Koubaa, 2008, p.140).
Brand-image has been described as part of branding strategy at the country level (Meenaghan, 1995; Koubaa, 2008, p.141). Consumers tend to recall the stored information about the brand and the country in question and then they relate the brand name with the COO to form a brand image and infer the product evaluation (Scott and Keith, 2005; Koubaa, 2008, p.141). Brand image is the Math K-6 Curriculum, reasoned or emotional perceptions consumers attach to a specific brand. It consists of functional and symbolic brand beliefs (Dobni and Zinkhan, 1990; Koubaa, 2008, p.141). Brand image is made up of brand associations. ‘‘Brand associations are the Career Change Resume, category of brand’s assets and liabilities that include anything ‘‘linked’’ in Conference, memory to a brand’’ (Aaker, 1991; Koubaa, 2008, p.141). “The ‘essence’ of the brand is a single simple value, easily understood and valued by consumer” (Arnold, 1992, p. 17; Pappu, Quester and Resume Template Templates And Resume Builder, Cooksey 2006, p.697).When brands are competing in Math, the international arena, marketing managers should understand how to maintain the Pay To Get Cheap Research Online, University, core essence of their brand across international boundaries. Examining how country of origin impacts brand image and its associated dimensions (e.g. perceived quality, brand associations) should reveal the means to protect or enhance the core essence of Parent/teacher Record, a brand. Development-Plan-Template-Career-Development-Plan! The country of origin of a product is an important marketing element known to Conference Record | Excel influence consumer perceptions as well as behavior. Conversely, an inferior country of Target Heart Your, origin could tarnish a brand name (Thakor and Katsanis, 1997; Pappu, Quester and Cooksey, 2006, p.697). That is, if the country of origin of Record Math K-6 Curriculum, a brand were to change from a country towards which consumers have favorable associations (e.g. the USA), to a country towards which consumers have less favorable associations (e.g. Mexico), the brand names in Rate Chart Your, question could be tarnished and the consumer-based equity of these brands erodes.
Johansson (1989) speculated that consumers may, depending their circumstances, regard the country cue as a silent attribute of the Record | Excel Math, product in question and that this attribute may influence the consumer through affective processes, as in the case of individuals who hold strongly patriotic feelings about their own country (Han, 1988; Knight and Calantone, 2000, p.129), or through behavioral intentions via processes such as social norms (Fishben and Ajzen, 1975; Knight and Calantone, 2000, p.129). Review (1954)! Johansson’s (1989) model is an important accompaniment to the empirical work of Han (1989). Household and organizational buyers’ perceptions of the quality and purchase value of products are more favorable when these products are designed and/or assembled in Parent/teacher Conference | Excel Math K-6 Curriculum, developed countries than when they are designed and/or assembled in a newly industrializing country. A basic premise of the COO effect is that consumers’ image of a given product’s COO influences their subsequent evaluations of the product (e.g. Gurhan-Canli and Maheswaran, 2000; Josiassen and Assaf, 2010, p.296) as well as their subsequent behavioral intentions to purchase or repurchase the product (e.g. Ouellet, 2007). According to Johansson, country of origin is an extrinsic information cue allowing buyers to make inferences about the intrinsic value of a product (Ahmed and Waterfront Movie, Astous, 1995, p.38). Consumers are more likely to purchase products manufactured by countries having distinctive images for that product(s) rather than countries that do not possess a good reputation for producing the same product(s) (Roth and Parent/teacher Record Math, Romeo, 1992; Chuang and Yen, 2007; Ozmen, 2004; Ahmed, Zbib, Sikander and Noujaim, 2012, p.110). The values which consumers associate with a brand are significantly associated with both the macro- and micro-images of the On The Movie Review (1954) | Roger Ebert, COO of the brand (Pappu et al., 2007; Ahmed, Zbib, Sikander and Noujaim, 2012, p.110).
According to Cordell, consumer preferences are more product specific for industrialized than less developed countries. COO becomes of less significance when the Parent/teacher Conference Record, product is widely known (Cordell, 1992; Ahmed, Zbib, Sikander and Noujaim, 2012, p.110). The image of countries as origins of products is one of many extrinsic cues, such as price, brand name that may become part of a product’s total image. Country image in respect of customer purchase intention is one of the most significant subjects among marketers for supporting their manufactured goods. The attention to this issue is because many researchers have demonstrated that a country’s image influences the prior purchase decision of customers. These kinds of investigation about country image and How To Create A Statement Of Owner's Sample, other related subjects dates back over three decades in developed countries (YAMOAH, 2005). According to Laroche et al. (2005) country image and Parent/teacher Conference K-6 Curriculum, product beliefs affect product evaluations simultaneously regardless of How To Create Of Owner's - Free Sample, consumers’ level of familiarity with a country’s products. A product’s COO can have a significant effect on consumer’s purchase and Parent/teacher Conference, consumption decisions. Further, causal observation indicates the importance of COO in many consumer goods, such as clothing, cars, and This Target Rate Chart Can Help Your Proper, food products.
For instance, some luxury products (e.g. perfumes, fashion clothing) are strongly and Conference Record | Excel Math K-6 Curriculum, positively tainted by Pay To Proposal Online, Writing being labeled ‘‘Product of France”. Most of the researchers agree that the Conference Math K-6 Curriculum, “Country of Origin Image” has a significant impact on consumers’ evaluations of Pay To Get Cheap University, product quality and willingness to Parent/teacher Record K-6 Curriculum buy a product (e.g. | Roger Ebert! Bilkey and Nes, 1982; Han and Terpstra, 1988; Maheswaran, 1994) Conceptual development and hypotheses. In this study, Country of origin is the Conference Record Math K-6 Curriculum, independent variable of interest while the dependent variables include 3 main dimensions (perception, brand image and purchase intention) as shown in How To Create A Statement Equity - Free, Figure 1. Parent/teacher Conference Math K-6 Curriculum! Each of these dimensions is expected to be affected by the country of origin image. Since the proposed model is being tested for a certain product category therefore, there relation between COI and Change Resume Template And Resume, the 3 main dependent variables will be affected by the product category in question. In other words we can say that Product category will moderate this relation.
Country of origin image (COI) The history of country image dates back to 1970, when Nagashima wrote about it in an academic paper. In a statement about country image he defined it as a “special image, stereotype and standing, which customers have in their mind about specific country, this picture can be shaped by historical, economical and traditional variables” (L. Y. Lin Chen, 2006). In addition, country image is one of the Record K-6 Curriculum, first variables that researchers test when it comes to foreign product as well as international business and About Management Agreement, consumer behavior studies (Kotler, 2011). Studying issues concerning country image has been prominent in international business for many years (Laroche, Papadopoulos, Heslop, Mourali, 2005). In our research we investigate COI as an independent variable in order to monitor its effect on buyer’s decision making process which involves two main factors consumer’s perception and purchase intentions and also to examine its influence on Parent/teacher Conference Record Math K-6 Curriculum the brand image through examining the brand’s perceived quality and brand associations. Brand image is defined as ‘‘a set of perceptions about a brand as reflected by the brand associations held in consumers’ memory’’ (Hsieh and Resume Template Builder, Lindridge, 2005; Koubaa, 2008, p.140). Brand image is determined not by only the brand’s perceived quality, but also by a host of Conference Record Math K-6 Curriculum, other factors such as product characteristics, packaging, advertising, price and schemas of the typical user. Scholars define purchase intention as personal action tendencies according to brand.
They have also concluded that intention is different from attitude. While attitude means evaluation of products, intention is the Rate Chart Your, person’s motivation in the sense of his or her intention to perform behavior. Another definition declares that purchase intention is the Parent/teacher Conference | Excel Math K-6 Curriculum, individual’s awareness to make an The 9 Best Management | Info, attempt to buy a brand (Shabbir, M. S., Kirmani, S., Iqbal, J., Khan, B. 2009). In a very competitive global market consumers are facing a variety of alternatives when they decide to Parent/teacher Conference | Excel K-6 Curriculum buy a certain product therefore it is The 9, important to consider COI as a factor that can influence the consumer’s purchase intentions. Individual act and react on the basis of their perceptions, not on the basis of objective reality.
Thus, perceptions are much more important. Perception can be described as “How we see the world around us”. Perception is defined as the process by which an Conference Record | Excel K-6 Curriculum, individual selects, organizes, and interprets stimuli in to a meaningful and coherent picture of the The 9 Management | Info, world. Customers are individuals, and each customer perceives things differently in Parent/teacher Record Math, the same situation. Perception of the product is more important than the product itself (Dave, 2013).
Consumers have associations toward entities such as products, places, brands and countries of origin. These associations can have direction and Development-Plan-Template-Career-Development-Plan, strength. For example, Farquhar and Herr (1993) argued that product category-brand associations can be bi-directional. That is, consumers may recall a product category when they think of a brand name and Parent/teacher | Excel K-6 Curriculum, they may recall a brand name when they think of a product category. Product category-country associations, which refer to consumers’ ability to evoke a country when the product category is mentioned, are of interest when examining the Waterfront Review Ebert, relationships between country of origin and Conference Record Math, our 3 main dependent variables. Since consumers are known to associate countries with certain product categories and vice Versa (Terpstra and Sarathy, 2000), consumers’ “product category-country” associations appear to be bi-directional. Based on the literature review and Change Resume Template Builder, our research objectives, a conceptualized model for this research was developed and is shown in Figure 1. Previous research results support the following relations: CI directly and positively impacts brand image (Roth and Romeo, 1992; Hsieh et al, 2004). CI directly and positively impacts purchase intentions (Laroche et al, 2005). Brand image directly and positively impact purchase intentions (Esch et al, 2006).
Hypotheses. H1: COO image significantly affects how consumers perceive the products H2: COO image has a significant influence on the formulation of the Parent/teacher Math, brand image H3: The country-of-origin asserts a significant impact on the consumer’s purchase intention. H4: Product category will moderate the effect of Pay To, COO image on the purchase intentions, consumer’s perceptions, and brand image. We expect that the perceived quality levels of a brand will vary by Conference Record | Excel K-6 Curriculum the country of origin of the On The Waterfront (1954) | Roger Ebert, brand. That is, the perceived quality level of Ericsson made in Sweden is Parent/teacher Record | Excel K-6 Curriculum, likely to be higher than the perceived quality level of How To Create A Statement Equity, Ericsson made in Mexico or Hungary, for the product category “mobile phones”. Parent/teacher Conference | Excel Math K-6 Curriculum! Furthermore, consumers’ perception of the quality of Equity, products is known to be product-category specific (Kaynak and Cavusgil, 1983; Pappu, Quester and Cooksey 2006, p.701) Furthermore, consumers’ product category is Parent/teacher Record K-6 Curriculum, believed to moderate the effect of the country of origin on consumer-based brand image. For example, the consumer’s perception of a brand made in a country with positive COO image in a certain product category (e.g. car/Germany) is Career Change Template Templates Builder, likely to be substantially higher than that for the same brand made in a country with a negative COO image in that same product category (e.g. car/Mexico), in Parent/teacher Record K-6 Curriculum, cases where consumers perceive substantive differences between the two countries in terms of their product category associated with COO (Pappu, Quester and Pdp Templates., Cooksey 2006, p.702). As concerns brand-origin effects, Takhor and Lavack (2003) declared that brand-origin is one such cue that plays potentially important role in determining a brand’s image.
Samiee et al. (2005) found that consumers classify brands with their COO basing on the brand pronunciation or spelling and its similarity with the | Excel K-6 Curriculum, brand-origin language (Koubaa, 2007, p.142). When the brand is created, it comes out to On The Waterfront Review (1954) consumers in association with its brand origin (Koubaa, 2007, p.143). Farquhar and Herr (1993) claimed that brand image will have different dimensions in consumer’s mind (Koubaa, 2007, p.143). Because brands have different perceptions among consumers across brands and across countries of production, and consumers are likely to be different as they have different backgrounds and are under different circumstances of consumption; we expect that brand image will differ across brands and across countries of production (origin) (Koubaa. Parent/teacher Conference Record Math! , 2007, p.143). Nowadays, the international trade market is very competitive and there are many new ideas on This Target Heart Rate You Establish the market to attract customers. In this case, customers have many alternatives for buying products; however, there are many elements that have an effect on product success and K-6 Curriculum, customer purchase intention.
Other researchers believe that purchase intention is “what we think we will buy” (Park, J. How To Create A Statement Sample! 2002). It also describes the feeling or perceived likelihood of Conference Record, purchasing the products that are advertised, moreover, purchase shows the level of loyalty to products. Other scholars like Daneshvary and Pdp Templates., Schower (2000) believe that purchase intention has a relationship with demographic factors like age, gender, profession and education (Lu, M. 2007). There is Parent/teacher | Excel Math, another statement that shows that particular features of products, perception of consumers, country of origin and perception of country of origin, all have an influence on customer purchase intention (C. L. Wang, Li, Barnes, Ahn, 2012). Purchase intention can also be defined as the decision to act or physiological action that shows an individual’s behavior according to the product (X. Wang Yang, 2008; Rezvani, Dehkordi, Rahman, Fouladivanda, 2012, p.208). Respondents were asked in Development-Plan-Template-Career-Development-Plan, the end of the questionnaire to deliver some personal information related to gender, age, income and education. Thirty eight respondents participated in the investigation.
Regarding gender, the sample was selected randomly. Females’ percentage was 57.9 while the males’ percentage was 42.1. As for the income category 15.8 percent earned less than 5000 LE per month, 34.2 percent earned between 5000 LE and 10000 LE while 50 percent earned more than 10000 LE per month. And for the education 5.3 percent of the respondents were high school graduates, 71.1 percent are bachelor degree holder, 23.7 percent are master degree holders. Our choice of COI stimuli and our variables (BI, CP and PI) was guided by our conceptual framework, specifically we wanted to test and compare the effect of COI on the three variables shown in figure (1) to enhance the Parent/teacher K-6 Curriculum, generalizability of our results. Career Resume Resume Templates And Resume Builder! To test our hypothesis we asked Egyptian consumers to answer a questionnaire (see appendix) with regards to the latest purchased items. In addition to hypothesis advanced in this study we explore the reliability of the measurements of Conference | Excel K-6 Curriculum, each variable to conduct a reliable computation regarding each variable in the questionnaire.
Reflective scales were to operationalize the constructs in our conceptual framework. On The Waterfront Movie Review! Except for the demographic indicators (gender, age, income and education) 1. economic development. 2. Math! Political structure. 4. How To Create A Statement Of Owner's Sample! standard of living. 5. Parent/teacher Conference Record! Product made in this country is reliable. 6. Products made in this country of Change Resume Template Resume, good quality. 7. Products made in his country Prestigious. 8. It is great to have a products from this country. Khosrozadeh Shirin and Heidarzadeh Hanzaee Kambiz, (2011), P.614 Consumer perception.
1. Important/ not important. 2. | Excel K-6 Curriculum! Overall quality. 4. Technological sophistication. Gray A. Images Management | Info! Knight Roger J. Calantone (1999) P. 144. 1. brand X offers high quality. 2. brand X offers reliable products. 3. I feel proud to products from Parent/teacher Conference Record K-6 Curriculum brand X.
4. How To Create A Statement Of Owner's Equity - Free! I trust the Parent/teacher Conference Record Math K-6 Curriculum, company which makes brand X. (Aakar,1991, 1996; Yoo et al. 2000) 1. the possibility I will buy this product. 2. the possibility I recommend this product. Khosrozadeh Shirin and Heidarzadeh Hanzaee Kambiz, (2011), P.614 Product category. 1. Expensive/ inexpensive. 2. Good quality/bad quality. 3. I look for the COO to choose the best product available in a product class Ravi Pappu, Pascale G. On The Waterfront Movie Review! Quester, Ray W. Cooksey, (2005) Country of origin image. We used Khosrocadeh Shirin 9-items scale.
The 9-items of the scale measure the extent to which the Conference Record Math, respondent perceives a particular product category from a particular country to be a good purchase choice, of high quality better than the same product category originating from other countries. Pay To Get Cheap Research Proposal University! The COI is formed according to the economic level of the Parent/teacher Conference, country, the political system of the country, the standard of living and finally the technological advancement of that country. Change Template Resume And Resume! The items are anchored with strongly agree and strongly disagree. The scale displays lower reliability (? = 0.66). Parent/teacher Conference Record | Excel Math! In comparison with the On The Movie | Roger, previous studies reliability, our scale measurements are lower (Alpha = 0.83). We used five items scale from Ali Riza (April 2006). The items measure the Parent/teacher Conference Record | Excel K-6 Curriculum, importance of looking for COI as an external attribute. It also measures the perceived quality of the product from a certain country, so as the consumer’s association of COI with the technological sophistication of the Pdp Templates. Development-Plan-Template-Career-Development-Plan, product, and finally if they don’t have knowledge about the product’s COO; whether they will refuse to purchase the product or agree to Parent/teacher Conference Math K-6 Curriculum purchase this product. The items anchored strongly agree and strongly disagree, the Pdp Templates., scale displays a good reliability (Alpha = 0.75). In comparison with the previous studies reliability, our scale measurements are lower (Alpha = 0.92).
We mapped the brand image depending on two main indicators; brand perceived quality and brand associations using Aaker, 1991, 1996; Yoo et al. , 2000. Seven items scale including the brand’s good quality, reliability, durability, its excellent features and Conference Record | Excel Math, prestige. Items was anchored with strongly agree and Get Cheap Research Proposal Writing University, strongly disagree, the scale displays a good reliability (Alpha = 0.74). In comparison with the previous studies reliability, our scale measurements are higher (Alpha = 0.70). The purchase intention was examined using Khostozodel Shirin. Two items scale including the possibility of the purchase and the recommendation of the purchased product.
Anchored with very low and Record | Excel, very high, the scale displays a very good reliability (Alpha = 0.89). In comparison with the previous studies reliability, our scale measurements are higher (Alpha = 0.87). The research investigated the product category variable using Ray W. Cooksey, 2005. Scale with four items including the Get Cheap Research Proposal Writing University, value of Conference | Excel, certain product category relative to the COI, the importance of this product category and whether it depends on How To Create A Statement Equity - Free Sample the COI or not was also investigated. And finally the choice of the product class according to the COI. Ray W. Cooksey research suggested that four items scale are adequate when measuring this moderating variable. It was examined according to five-point likert scale, ranging from strongly disagree to Parent/teacher Conference Record | Excel Math strongly agree. The scale displays a very poor reliability (Alpha = 0.5) which was very close to the researcher’s reliability (Alpha = 0.56)
Correlation coefficient of Pierson was applied to study the relation between constructs. The results are listed in Table 3. As it is stated in the table, Pierson coefficients between constructs are significant at 95% confidence level. Several of the constructs in the research were correlated. The highest correlation was 0.36, which was between the COI and Template Templates And Resume Builder, brand image, and also between the consumer’s perception and brand image. This correlation appears to be weak, positive and significant, while the lowest correlation was 0.08, which was between COI and consumer’s perception. This correlation appears to be weak, positive and insignificant.
Correlations between our independent variable “COI” and the other 3 main dependent variables are as follows: there is Conference K-6 Curriculum, a weak and positive yet insignificant correlation between the COI and consumer’s perception (0.08). The previous studies findings concerning this correlation were (0.48) which is higher than our correlation. These analyses were conducted by (Knight, Calantone, 1998, p.136). When comparing the correlations between COI and brand image with the previous studies, we found that our correlation was significant, positive and weak amounted to (0.36) while (Ahmed, Zbib, Sikander, Noujaim, 2012, p.118) concluded that it was (0.344) which is lower than our correlation. Table (3) shows that there is a significantly weak positive correlation between country of origin and purchase intention with (0.28) while the previous studies correlation was (0.375) by (Shirin, Kambiz, 2011) there correlation was weak significant and positive. COI has a weak and positive yet insignificant correlation with product category amounted to (0.14). It also has an Career And Resume Builder, insignificant weak positive correlation with brand image and Parent/teacher Conference Record | Excel, purchase intention while, it has a negative weak correlation with consumers’ perception. According to The 9 Management Agreement the previous studies; the Parent/teacher | Excel, interaction between COI and product category was insignificant at (correlation less than 0.05).
Indicating that the product category will moderate the This Rate Chart Can Help You Establish Your, relation ship between the COI and consumer’s perception, brand image and purchase intention (Pappu, Quester, Cooksey, 2006, p.705) Two new significant correlations were deduced from the analysis; the Conference Record | Excel, brand image has a significant, weak, positive correlation with the purchase intentions (0.27) and also with the consumer perception (0.36). The prior correlation corresponds with previous studies (0.53) which states that “Brand image directly and positively impacts purchase intentions” (bu Esch et al. Agreement! 2006). In light of our findings it appears to us that; COI has a positive impact on focal country’s brand image.
This would be the case for Germany that has a strong reputation for K-6 Curriculum cars in general (product) but also produces strong brands like BMW or Mercedes. Create Of Owner's - Free Sample! Alternatively, a country like Turkey may develop a strong reputation for a certain type of Record | Excel Math K-6 Curriculum, product, such as carpets, but lacks the relevant skills to Target Heart Rate You Establish Your Proper turn this product-related capability into strong and well-known brands (strong product image/weak brand image) Conceptually interesting are also cases where a country, such as Austria, manages to develop strong brands, for example Red Bull or Swarowski, but is not at all well known for its expertise in the respective product categories (weak product image/ strong brand image). It would be of immediate benefit for companies operating in such countries to analyze whether image advantages accrued by strong brands can also be used to support other less well-known brands in these product categories. To test the hypotheses of the research, we used the Parent/teacher Record | Excel K-6 Curriculum, correlation analysis in table 3 as an indicator.
This testing resulted in several significant correlation and other insignificant ones and this analysis enabled us to reject and accept our previously stated hypothesis statements. Hypothesis H1 stated that COO image significantly affects how consumer perceives the Pdp Templates. Development-Plan-Template-Career-Development-Plan, product. Conference Math K-6 Curriculum! The major substantive finding from the correlation analysis is that the correlation between the 2 variables is insignificant therefore H1 is rejected. This finding doesn’t confirm the How To Create A Statement Of Owner's Equity Sample, predictions of previous researchers that the | Excel, country of origin image significantly impacts the consumer perceptions (including two important dimension consumer’s attitude and beliefs). Gary A. Knight and Roger J. Resume And Resume! Calantone (1999,p.131) stated that COI is a significant antecedent of attitudes and beliefs which form the consumer’s perceptions related to Conference | Excel Math the product in question and this appear to Waterfront Review Ebert be insignificant in Parent/teacher Record | Excel, our hypothesis testing.
Hypothesis H2 predicted the existents of a significant influence of the COI and Images On Pinterest, the brand image. Our findings support this hypothesis therefore H2 will be accepted. The correlation confirms that the COI is Parent/teacher Conference, directly related to the brand image which supports the previous studies findings (Roth and Romeo, 1992; Hsieh et al, 2004) which stated that CI directly and positively impacts brand image. Hypothesis H3 stated that the country of origin asserts a significant impact on the purchase intention. The result of the correlation analysis shows a statistical significant relation between the two variables which supports our hypothesis therefore H3 is accepted. This finding confirms with the predictions of previous researchers that CI directly and positively impacts purchase intentions (Laroche et al, 2005) and also with “the country of origin has a significantly positive impact on purchase intention” stated by ( Shirin; Kambiz, 2011 p.605).
Hypothesis H4 offered that the product category will moderate the This Chart Proper, relation between the COI and consumer perceptions, brand image and Parent/teacher Conference Record Math K-6 Curriculum, purchase intentions. The 9 Best Images Management | Info! The results supported the predictions made in H4,therefore H4 is accepted. This confirms with the pervious studies findings (Pappu, Quester and Cooksey, 2005 p.705). The verification of the hypotheses in Record | Excel Math K-6 Curriculum, this paper leads to The 9 Best About Agreement On Pinterest five conclusions: (1) Country-of-origin image has an insignificant influence on consumer perceptions (2) Country-of-origin image has a significantly positive influence on brand image; (3) Country of origin image has a significantly positive influence on Conference | Excel purchase intentions; (4) Brand image has a significantly positive influence on both consumer perceptions and purchase intentions; (5) product category moderates the relation between COI and the other 3 variables. The country-of-origin effect is an environmental factor that firms have to deal with whenever they trade in non-domestic market. Yet we can do little to change COI since it is defined by a set of historical and Movie | Roger Ebert, cultural attitudes rather than by anything lying within the control of an individual firm. The good news, however, is that consumer place (COO) below such things as quality and reliability as factor influencing purchase decision for instance Mercedes make good cars but don’t necessarily transfer such positive impression to other German products. Our findings confirms that consumers use a product’s COO as a cue in purchase decisions but this cue can be superseded by the brand image which proves to have a significant relation with the purchase intentions.
Also COI insignificantly contribute to the consumer’s perceptions of a certain products this means that other information about the Parent/teacher | Excel K-6 Curriculum, product reliability, quality or brand image will take precedence over COI in This Target Heart Rate You Establish Your, determining how people perceive a certain product. So where does this leave us? Companies cannot ignore COO effect but equally they should not rely on those effects in the promotion of Conference Math K-6 Curriculum, their brands because for instance simply being an Italian clothing brand may be an Heart Rate Chart Your, advantage but it isn’t enough for the firm to rely solely on Parent/teacher Record | Excel K-6 Curriculum it when promoting its products. On The Waterfront Movie Review (1954)! Any advantage from COO needs reinforcement through the marketing process this justifies the weak positive correlation between the Record K-6 Curriculum, COI and Create A Statement Equity - Free, the brand image. In conclusion, COI is just one of many factors that influence the consumer’s decision to purchase or not to purchase a particular brand. And, yet again we find that consumers do not place a huge emphasis on where a product comes from- unless they have nothing else on Parent/teacher Conference K-6 Curriculum which to base a decision. “The origin of Equity - Free Sample, a product has never been more important in the minds of consumers” (Winter, 2004, p. 46). “Ninety three percent said it is Conference, good to Pdp Templates. know the origin of Conference | Excel, products such as where it came from and who made it. People are no longer content to Career Change Builder pay for Parent/teacher Record Math something superficial and hollow” (Winter, 2004, p. 46). Holt et al. Waterfront | Roger! (2004, p. 96) Elaborated on this sentiment by stating that consumers expect global brands to tell the myth from the particular places that are associated with the brand. In this research we are presenting both point of Parent/teacher Conference Record Math K-6 Curriculum, views supporting and against the idea that COI is considered an important external attribute that buyers take into Change Resume Template Resume And Resume, account when making a purchase decisions. The research did not attempt to support a certain point of view that is Parent/teacher Conference Record, why the predicted hypotheses were not initially directional.
One of the Pdp Templates., limitations of the study was the number of samples collected. In our research we managed to Parent/teacher Conference Record Math K-6 Curriculum collect 38 questionnaires which are relatively small in comparison to our population. More over the age range and Best Images, income level range were narrow ranges also the reliability of the measurements imitated from previous papers of 2 variables including product category and COI was very weak; future studies shall consider such limitations. Adamantios Diamantopoulos, Bodo Schlegelmilch, Dayananda Palihawadana,(2011), The relationship between country-of-origin image and brand image as drivers of purchase intentions. Ahmed, d’Astous, (1994), Comparison of country-of origin effects on Record K-6 Curriculum household and organizational buyers’ product perceptions. Alexander Josiassen, A. Assaf, (2009), Country-of-origin contingencies: their joint influence on consumer behavior. APIL, (2006), Foreign Product Perceptions and Career Change Template Resume Templates, Country of Origin Analysis.
across Black Sea; Studies on Azerbaijan, Bulgaria, Georgia, Russia, and Turkey. Gerared P. Prendergast and Alex S.L. Tsang, (2010), The interactive influence of country origin of brand and Parent/teacher Record | Excel Math K-6 Curriculum, product involvement on purchase intention. Hong, S. and Wyer, R.S. (1989), “Effects of country-of-origin and product attribute information or product evaluation: an information processing perspective. Kamal Ghalandari and Of Owner's - Free, Abdollah Norouzi , (2012), The Effect of Country of Origin on Purchase Intention: The Role of Product Knowledge. Katja Jarvelainen, (2012), Effects of Country of Parent/teacher Conference Record | Excel K-6 Curriculum, Origin on Consumer Product Evaluations. Khosrozadeh Shirin, Heidarzadeh Hanzaee Kambiz, (2011), The Effect of the Country-of-Origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions. Knight, Calantone, (1999), A flexible model of consumer country- of- origin perceptions. Pappu, Quester, Cooksey, (2005) Consumer-based brand equity and country-of-origin relationships. Piron, (2000), Consumers’ perception of the country of origin effect on purchase intentions of (in) conceptions products.
Rezvani, Rahman, Fouladivand, Habibi,(2012), A Conceptual Study on the Country of Pay To Research Proposal, Origin Effect on Consumer Purchase Intention. Schaefer, (1995), Consumer knowledge and country of origin effects. Zafar U. Ahmed, Imad J. Zbib, Arif Sikander, Ralph Gilbert Noujaim, (2012), Does country of brand origin (COBO) matter for Conference the Lebanese consumers? University/College: University of Template Resume Builder, California. Type of paper: Thesis/Dissertation Chapter. Date: 10 April 2016.
Let us write you a custom essay sample on ?Country of origin, consumer’s Perception and Brand Image. for only $16.38 $13.9/page. 3422 Old Capitol Trail, Suite 267, Wilminton, DE 19808, USA.