The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation

Abstract

In today's competitive business environment, organizations are always seeking for valuable practices to build a strong brand and enhance purchase intention. Accordingly, this study is designed to propose and test the effect of country-of-origin image on brand image, brand evaluation and purchase intention. These relationships are verified through 283 customers with purchase intention of electric household appliances. Cronbach's alpha and confirmatory factor analysis (CFA) tests are applied to examine the reliability and validity of the scale. Structural Equation Modeling (SEM) is also adopted to test hypotheses. The finding shows that the country-of-origin image had a positive effect on brand image, brand evaluation and purchase intention. Brand image and brand evaluation also had a positive effect on purchase intentions. In addition, the study indicates that both brand image and brand evaluation played mediating roles on the relationships between country-of-origin image and purchase intention. As the result, some implications are discussed, and the next research direction is proposed.

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

“…This result shows that the product country image had a positive and significant impact on brand image. This study confirms the results of previous studies that state that country product image has a positive and significant effect on the brand image (Haque et al, 2015;Xin & Seo, 2019;Hien et al, 2020). Perceptions of the quality of a country's production can positively impact the brand image of a product.…”

“…Lo et al (2017) stated an influence between product country image on brand image. This proposition is strengthened by the results of empirical research, which showed that there is a significant positive influence between product country image on the brand image (Xin & Seo, 2019;Hien, Phuong, Tran, & Thang, 2020). Thus H4, product country image will have a significant positive effect on brand image.…”

COVID-19 Aşısına Yönelik Tutumların Sağlık Sektörü Açısından Analizi: Menşei Ülke İmajının Rolü

“…Consumers use their beliefs or perceptions about a country to evaluate the country's brands (16,17). The researches in the literature show that country of origin image affects product image and product judgments (18), brand image and brand evaluation (19), consumers' attitudes (20), and purchase intention (19)(20)(21)(22)(23). The research on generic drugs shows that country of origin image affects brand power and brand awareness, which are the components of brand equity in this category (24).…”

“…Individual innovativeness with four items adapted from Flynn and Goldsmith (33), subjective norms with three items adapted from Nysveen et al (34), attitude towards COVID-19 vaccine with three items adapted from Hamari et al (35), intention to get COVID-19 vaccine with three items adapted from Sherman et al (36) and country of origin image is measured by seven items adapted from Hien (19). In the last part of the survey, there are questions about demographic characteristics and questions to measure general opinions about the vaccine and COVID-19.…”

“…Coronavirus disease 2019 (COVID- 19) emerged in China in 2019 and has been called a pandemic by World Health Organization (WHO). The COVID-19 pandemic changed human life, ways of working, and almost all systems.…”