Brands and consumer behavior

Chen, Chih-Chung; Chen, Ping‐Kuo; Huang, Chiung-En

doi:10.2224/sbp.2012.40.1.105

Cited by 23 publications

(12 citation statements)

References 16 publications

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“…Weak support was found for the perceived quality and brand awareness dimensions. Further, Chen et al (2012) reported significant positive association between brand image and brand equity among Taiwanese students. Similarly, Buil et al (2013) underscored significant positive effect of brand image and perceived quality on overall brand equity.…”

Section: Brand Equity and Its Dimensionsmentioning

confidence: 88%

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

Mostafa¹

2015

IJMS

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The main purpose of this study is to explore the effects of country-of-origin of a brand (COB) and country of manufacture (COM) on the overall brand equity (OBE). A second purpose of this research is to investigate the mediating role of consumer based brand equity (CBBE) on the relationship between COB and COM and overall brand equity (OBE). To undertake this, a conceptual framework was designed and relationships among its constructs COB, COM, CBBE, and OBE were hypothesized. Data were collected from consumers located in two major cities in Egypt who were the owners of the selected brands of mobile phones. All hypotheses were tested using regression analysis. Results indicate that both COB and COM have direct and significant effect on CBBE, yet COM has significant lower effect on CBBE. In addition, COB and COM have direct influence on the overall brand equity. Furthermore, unlike COB, the results emphasized the mediating effect of CBBE on the relationships between COM and the overall brand equity. The current study considers only one product category, future researches would consider different product categories, for example convenience products and non-durable ones. Further research would take into account COB and COM effects from other developed and developing countries. Different sub-dimensions of COO for example Country of Assembly (COA) and Country of Design (COD) would be researched. The value of this paper stems from decomposing country of origin into COB and COM and investigating their plausible effect on the CBBE and the overall brand equity from the Egyptian consumers' points of view. Moreover, the mediating effect of CBBE is another significant issue.Keywords: country of origin of brand, country of manufacture, consumer based brand equity, brand equity, Egypt

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Section: Brand Equity and Its Dimensionsmentioning

confidence: 88%

The Impact of Country of Origin and Country of Manufacture of a Brand on Overall Brand Equity

Mostafa¹

2015

IJMS

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“…Clear intention plays an important role in human actions, however, some studies has revealed that there are difficulties in translating intentions and actual behavior (Ajzen, 2001). Therefore, purchase intention is seen as an important concept and widely used to predict the behavior of the actual purchase (Armstrong et al, 2000;Chen et al, 2012;Qing et al, 2012). We hypothesize:…”

Section: Intention and Actual Purchasementioning

confidence: 99%

Untitled

2016

JABS

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Drawing from Fishbein and Ajzen (1975) theory of planned behavior, this study hypothesized that attitude would each interact with perceived risk to predict actual purchase. Mall intercept survey was used to collect data from six states in Malaysia. A total of 473 out of 573 respondents completed and returned the questionnaire. A seven point Likert scale was used to measure responses. The data were analyzed using Partial Least Squares (PLS) path modeling (Ringle et al., 2015), results suggest that attitude and purchase intention is positively associated with actual purchase. On the contrary, the findings show that perceived risk does not moderate the relationship between attitude and actual purchase.

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“…Clear intention plays an important role to human actions, however, some studies have revealed that there were difficulties in translating intentions and actual behavior (Ajzen, 2001). Therefore, purchase intention is seen as an important concept and widely used to predict the behavior of the actual purchase (Armstrong et al, 2000;Chen et al, 2012;Qing et al, 2012;Tsiotsou, 2006).…”

Section: Perceived Riskmentioning

confidence: 99%