Country of origin effects on brand image, brand evaluation, and purchase intention

Abstract

Purpose The purpose of this paper is to analyze how national stereotype, country of origin (COO), and fashion brand’s images influence consumers’ brand evaluations and purchase intentions regarding fashion collections. Korea (Seoul) and overseas (New York and Paris) collections are compared and analyzed. Design/methodology/approach The authors conduct a structural equation modeling and multi-group analysis using data collected from Seoul, New York, and Paris. Findings Consumers make higher brand evaluations and ultimately have stronger purchase intentions toward fashion collections from countries that have stronger COO and fashion brand images. In the context of fashion collections, COO image is greatly influenced by a nation’s political economic and cultural artistic images. In addition, comparing the domestic Seoul fashion collection with New York and Paris collections reveals that a national stereotype images, COO images of fashion collection, and fashion brand’s images cause different brand evaluation and purchase intention. Originality/value The overarching value of the study is that it expands COO research, which has been limited to actual products. Also, the results provide a basic foundation for establishing marketing strategy based on COO image as a way to enhance the development and image of fashion collection.

Model Keterkaitan Inovasi Produk, Citra Merek, Persepsi Nilai dan Intensi Pembelian Produk Kerajinan Tenun Kubang di Sumatera Barat

“…Temuan lain memperlihatkan bahwa inovasi produk meningkatkan citra merek sebuah produk (Hanaysha dan Hilman, 2015;Hanaysha, 2016;Shiau, 2014). Selanjutnya hasil penelitian lain tentang citra merek yang mampu mendorong persepsi nilai (Kim et al, 2017;Lien et al, 2015;Y. Te Tu et al, 2013;Y.-T. Tu et al, 2012).…”

“…Citra yang positif mempengaruhi persepsi nilai oleh konsumen (Y.-T. Tu et al, 2012). Kim et al (2017) dan Lien et al (2015) juga menemukan pada penelitiannya, bahwa citra merek berpengaruh signifikan terhadap persepsi nilai konsumen. Maka hipotesis 4 yakni: H4: Citra merek berpengaruh signifikan terhadap persepsi nilai produk tenun Kubang.…”

“…Berikut hasil uji multikolinieritas terlihat pada Tabel 7. (Kim et al, 2017;Lien et al, 2015;Y. Te Tu et al, 2013;Y.T.…”

An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands

“…Researchers in the field of consumer behaviour are interested in conducting research on the impact of a brand's COO on brand equity (Loureiro et al, 2017;Kim et al, 2017). Consumers have stereotypes and images about a brand's COO which are signals about product quality and which affect brand equity (Batra et al, 2000;Paswan and Sharma, 2004;Zeugner Roth et al, 2008;Hamzaoui-Essoussi et al, 2011), since a powerful image of a brand's COO as a competitive advantage can enhance the image of the quality of products (Murtiasih et al, 2014).…”

Guest editorial

“…The results of this research introduce a unique COO as a choice set for a differential influence on context effect. Kim et al (2017) analyze how the concept of national stereotype and COO influence fashion brand images on consumers' brand evaluation and purchase intention for fashion collections. Data are collected from Seoul, New York, and Paris fashion collections to compare the differences and similarities of consumers' decision-making process.…”