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Relationship Between Country Of Origin, Brand Image, And Customer Purchase Intentions

Author

Listed:
  • Dr. S. S. Bhakar

    (DirectorPrestige Institute of Management Airport Road, Gwalior (M.P.))

  • Shailja Bhakar

    (Assistant Professor, Prestige Institute of Management Airport Road, Gwalior (M.P.))

  • Shilpa Bhakar

    (Assistant Professor, School of Management Sciences Apeejay Stya University, Sohna, Gurgaon (Haryana))

Abstract

Today the world has become a small village.Products manufactured in one country are being sold in every country all over the world. Manufacturers are using all the tools to build a different brand image of their brands in the new country. This paper therefore examines the effect of country of origin and brand image on purchase intentions of customers. The current study is based on the responses received from 150 respondents selected on the basis of non-probability (Purposive) sampling technique. The results indicated that country of origin negatively affects the purchase intention of a customer while buying a fridge and the effect becomes significant when country of origin is evaluated along with brand image at the same time.Also, it was found that brand image positively affects the purchase intentions of a customer while buying a fridge.Therefore,themanufacturing companies should concentrate on building a positive and strong brand image of their products in the minds of customers so that the country of origin cannot affect the purchase intentions of a customer.

Suggested Citation

  • Dr. S. S. Bhakar & Shailja Bhakar & Shilpa Bhakar, 2013. "Relationship Between Country Of Origin, Brand Image, And Customer Purchase Intentions," Far East Journal of Psychology and Business, Far East Research Centre, vol. 10(4), pages 25-47, February.
    • Handle: RePEc:fej:articl:v:10b:y:2013:i:4:p:25-47
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    References listed on IDEAS

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    3. Li, Zhan G. & Murray, L. William & Scott, Don, 2000. "Global Sourcing, Multiple Country-of-Origin Facets, and Consumer Reactions," Journal of Business Research, Elsevier, vol. 47(2), pages 121-133, February.
    4. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
    5. Rao, Akshay R & Monroe, Kent B, 1988. "The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 253-264, September.
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    Cited by:

    1. Brad Sago & Craig Hinnenkamp, 2014. "The Impact Of Significant Negative News On Consumer Behavior Towards Favorite Brands," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 8(1), pages 65-72.
    2. Sandeep Kumar & Amit Gautam, 2021. "Country of Origin Effect on Purchase Intention Towards Italian Luxury Fashion: Mediating Role of Brand Perception and Social Status," Metamorphosis: A Journal of Management Research, , vol. 20(1), pages 16-24, June.
    3. Poh K. Tee & Behrooz Gharleghi & Benjamin Chan & Behrang Samadi & Abbas A. Balahmar, 2015. "Purchase Intention of International Branded Clothes Fashion among Younger’s in Jakarta," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(8), pages 8-17, August.

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    More about this item

    Keywords

    Origin; Brand Image; Branding; Consumer Intentions; Purchase Intentions; Buying Decision;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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