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

2020 ◽  
pp. 1205-1212 ◽  
Author(s):  
Nguyen Ngoc Hien ◽  
Nguyen Nguyen Phuong ◽  
Tung Van Tran ◽  
Le Duc Thang
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Brand Evaluation ◽  
Mediating Role ◽  
Country Of Origin Image

scholarly journals The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price

2020 ◽  
Vol 5 (6) ◽  
Author(s):  
Amina Merabet
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Mediating Role ◽  
Perceived Price ◽  
Country Of Origin Image ◽  
The Impact ◽  
The Relationship

This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price). After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

scholarly journals THE INFLUENCE OF COUNTRY-OF-ORIGIN IMAGE, BRAND IMAGE, AND BRAND EVALUATION ON PURCHASE INTENTION TOWARDS NIKE BRAND IN JABODETABEK

2021 ◽  
Vol 8 (1) ◽  
Author(s):  
As Syifa Mujahidah ◽  
Pauline Henriette Pattyranie Tan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
The United States ◽  
Domestic Markets ◽  
Brand Evaluation ◽  
Global Brand ◽  
Footwear Industry ◽  
The Difference ◽  
Country Of Origin Image

Abstract: The athletic footwear industry is growing rapidly in both global and domestic markets, and one of the major global brand players is Nike, which holds the largest market share in the world, followed by Adidas. However, this did not happen in the Indonesian market where Nike was beaten by Adidas to take second place. The difference in this condition is interesting to investigate further about the factors that can influence the buying interest of Indonesian consumers towards the Nike brand, especially in the Greater Jakarta area. Therefore, further research was conducted to determine whether the image of the country of origin, brand image, and brand evaluation could influence purchase interest, through data from 220 respondents who live in Jabodetabek. The hypothesis tested using PLS-SEM shows that all variables have a positive correlation in influencing consumer purchase intentions of the Nike brand, except for the country of origin. The findings in this study will be of great benefit to consumers, marketers and researchers in the future, especially those involved directly and indirectly with the United States and the Nike brand. Abstrak: Industri alas kaki atletik berkembang pesat baik di pasar global maupun pasar domestik, dan salah satu pemain merek global utama adalah Nike, yang memegang pangsa pasar terbesar di dunia, diikuti oleh Adidas. Namun hal tersebut tidak terjadi di pasar Indonesia dimana Nike dikalahkan oleh Adidas untuk menempati posisi kedua. Perbedaan kondisi ini menarik untuk diteliti lebih jauh mengenai faktor-faktor yang dapat mempengaruhi minat beli konsumen Indonesia terhadap merek Nike, khususnya di wilayah Jabodetabek. Oleh karena itu, penelitian lebih lanjut dilakukan untuk mengetahui apakah citra negara asal, citra merek, dan evaluasi merek dapat mempengaruhi minat beli, melalui data dari 220 responden yang berdomisili di Jabodetabek. Hipotesis yang diuji menggunakan PLS-SEM menunjukkan bahwa semua variabel memiliki korelasi positif dalam mempengaruhi niat beli konsumen atas merek Nike, kecuali negara asal. Temuan dalam studi ini akan sangat bermanfaat bagi konsumen, pemasar, dan peneliti di masa mendatang, terutama yang terlibat langsung dan tidak langsung dengan Amerika Serikat dan merek Nike.

scholarly journals PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH COUNTRY OF ORIGIN TERHADAP NIAT BELI

2018 ◽  
Vol 7 (12) ◽  
pp. 6445
Author(s):  
Gusti Ngurah Gunawan ◽  
I Putu Gde Sukaatmadja
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Brand Image ◽  
Country Of Origin ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
Research Findings ◽  
The City

Tujuan penelitian ini adalah untuk menguji peran brand image dalam memediasi pengaruh country of origin terhadap niat beli motor Vespa Piaggio di kota Denpasar. Metode yang digunakan untuk menentukan sampel adalah non-probability berbentuk purposive sampling dengan ukuran sampel sebanyak 120 orang responden. Pengumpulan data dilakukan dengan penyebaran kuesioner secara langsung di Kota Denpasar. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan uji sobel. Temuan penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan antara country of origin terhadap brand image, hubungan yang positif dan singnifikan antara country of origin terhadap niat beli serta brand image mampu memediasi hubungan antara terhadap niat beli konsumen pada motor merek Vespa Piaggio di Kota Denpasar. Hasil tersebut berarti semakin baik citra negara asal merek serta semakin kuat brand image yang tertanam di benak konsumen, akan berpengaruh terhadap niat beli mereka akan suatu produk. Kata kunci: country of origin, brand image, niat beli ABSTRACT The purpose of this study is to test the role of brand image in mediating the influence of country of origin on the intention to buy a motor Vespa Piaggio in the city of Denpasar. The method used to determine the sample is non-probability in the form of purposive sampling with sample size of 120 respondents. Data collection was done by distributing questionnaires directly in Denpasar City. The analysis technique used is path analysis and test of sobel. The research findings show that there is a positive and significant correlation between country of origin to brand image, positive and significant relationship between country of origin to purchase intention and brand image able to mediate relationship between consumer purchase intention on Vespa Piaggio brand motor in Denpasar city. The result means the better the image of the home country of the brand and the stronger the brand image embedded in the minds of consumers, will affect their purchase intention of a product. Keywords: country of origin, brand image, purchase intention  

The Role of Brand Image in Mediating the Influence of Country of Origin Image and Price on Purchasing Decisions (Study Case on Car Credit Products PT. Maybank Indonesia Finance)

SIASAT ◽  
2021 ◽  
Vol 6 (4) ◽  
pp. 204-218
Author(s):  
Melitina Tecoalu ◽  
Saparso ◽  
Fernandes
Keyword(s):  
Brand Image ◽  
Country Of Origin ◽  
Purchasing Decisions ◽  
Loan Financing ◽  
Study Case ◽  
Credit Financing ◽  
Country Of Origin Image ◽  
Wheeled Vehicles ◽  
Buying Decisions

The development of transportation, especially four-wheeled vehicles, is very fast, which can cause finance companies to move dynamically. The development of finance companies today leads to intense competition. The increasing need for cars and other necessities of life drives people to buy cars in cash or credit financing (Leasing). One of the car loan financing companies in Indonesia is PT. Maybank Indonesia Finance. Before purchasing the product they want, some consumers will assess and see where this product company comes from. In addition to COO, price is also one of the determining elements for consumers to purchase a product or service they want. When the image of the country of origin is good, and the price set is cheap, it will make consumers perceive the idea of the product and will later influence purchasing decisions. Therefore, this study wanted to examine the role of brand image in the mediating country of origin image and price on purchasing decisions. This research was conducted by non-probability sampling method with purposive sampling type. Researchers distributed questionnaires to 100 Maybank Finance consumer respondents in Indonesia who had purchased Maybank Finance car loans in 2018-2020. The analysis results conclude that the image of the country of origin has no positive and significant effect on buying decisions. Price has a positive and significant effect on purchasing decisions. The idea of the country of origin has a positive and significant effect on brand image. Price has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchasing decisions. Brand image mediates the idea of the country of origin on purchasing decisions. Brand image negotiates price on buying decisions.

scholarly journals Exploring the Impact of Country-of-Origin Image and Purchase Intention in Cross-Border E-Commerce

2022 ◽  
Vol 30 (2) ◽  
pp. 1-20
Author(s):  
Ying Bao ◽  
Xusen Cheng ◽  
Alex Zarifis
Keyword(s):  
Purchase Intention ◽  
Country Of Origin ◽  
Product Evaluation ◽  
Purchase Behavior ◽  
Research Model ◽  
Level Of Involvement ◽  
Cross Border ◽  
Country Of Origin Image ◽  
The Impact

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.

Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce

2022 ◽  
Vol 30 (2) ◽  
pp. 0-0
Keyword(s):  
Purchase Intention ◽  
Country Of Origin ◽  
Product Evaluation ◽  
Purchase Behavior ◽  
Research Model ◽  
Level Of Involvement ◽  
Cross Border ◽  
Country Of Origin Image ◽  
The Impact

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.

Sign in / Sign up

Export Citation Format

Share Document