Mediating Role of Micro Country Image on Purchase Intention by Product Category and by Country (original) (raw)
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2018
Culture has the most complex and persuasive impact on behaviour as it controls the attitudes, behaviours, and lifestyles of consumers. Society, socialisation activities, and culture can influence consumers’ consumption behaviour and their choice of foreign brands over local ones. Little is known about the influence of cultural dimensions on the preference of foreign versus local brands. The aim of this paper is to understand the influence of Hofstede’s cultural dimensions and country of origin image on individuals’ preferences of foreign clothing brands in Jordan. To fulfil the purpose of this study, this paper proposes a methodological approach that is unique in nature and new to the field and context of the study. This study, considered the first conducted in the context of this research, extends the work of previous authors who explored the influence of culture and country of origin image on consumption habits.
THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF COUNTRY OF ORIGINS ON PURCHASE INTENTION
This study aims to determine the role of brand image in mediating the influence of country of origin on purchase intention of UNIQLO products in Bali. The research was conducted in Bali, using a sample size of 120 people. Data obtained using a Likert scale in measuring 12 indicators. This study uses data analysis techniques, namely path analysis techniques (path analysis). The results showed that country of origin had a positive and significant effect on purchase intention. Country of origin has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image is able to mediate the influence of country of origin on purchase intention. The implication of this research is to provide an understanding that a good country of origin can increase the brand image of a brand, when the brand image of a product is good in the minds of consumers, it can increase the purchase intention of the brand's product.
SAUDI CONSUMERS' PERCEPTIONS OF FOREIGN PRODUCTS
Into the importance of such knowledge for the determination of successful international marketing strategies. A consumer's perception of the country of origin can be an important factor influencing his purchase decision. A limited number of snldies have examined Saudi consumers' attitudes toward foreign products (Bhuian, 1997; AI-Hammad, 1988). These study assume importance due to a changing attitude of a section of the Saudis towards the United States and some western countries. Since the terrorism attack on the USA on II September 200 I and the prelude to the American led invasion of Iraq, some consumers in the Arab world have, generally shown a lesser preference for American and western products, and have even discussed in the press for active boycott of products made in these countries (MacFarquhar, 2002, AbuNasr, 2002). In response to these gaps in COO literature, this paper attempts to investigate product-country images of Saudi consumers in the changing environment and discuss the implications of these. Saudi Arabia: Steady Economic Growth
Multidimensional Structures of Brand and Country Images, and Their Effects on Product Evaluation
International Journal of Market Research, 2015
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix. Country and brand images are some of the cues proven to be of significant impact on consumer behaviour. This paper studies country and brand image multidimensional structures across several brands, countries and products. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). The investigation was done in Japan, France and Tunisia. Three products were investigated, with three brands for each product: computer (Dell, Sony and Acer); hand cream (Shiseido, Nivea and L'Oréal); and sports shoes (Nike, Asics and le coq sportif). Results show a conjoint effect of country and brand images on product evaluation in addition to their separate effects. Country image structures differ across ...
Journal of international consumer marketing, 2019
The purpose of this research is to analyze the bidirectional or non-recursive relationship between country image and product evaluation. Our aim is to contribute to the debate about the causal direction between these concepts that exists in the literature. Additionally, the mediating role of brand image and its contribution to the relationship between country image and product evaluation is confirmed. To contrast the proposed hypotheses, the data of three groups of consumers are compiled by means of a survey in a simulated hypermar-ket. The results confirm the non-recursive relationship between country image and product evaluation; however, the mediating role of the brand image is not the same for both directions of the aforementioned relationship, nor is it the same for the different groups of consumers in question.