The Moderating Effect of the Country of Origin on Smartphones’ Brand Equity and Brand Preference on Customer Purchase Intention

A smartphone is now part of Filipino consumers' lifestyles, so smartphone brands are becoming more competitive and innovative to become the top brand in consumers' choice. There are many factors to consider in determining how Filipino consumers choose their preferred smartphone brands. As past studies show, Filipino consumers are xenocentric and prefer to buy products made internationally and not locally. The researchers focused on three (3) Independent variables and one (1) Moderating Variable to understand if Filipino consumers are xenocentric in buying smartphones. (1) Brand Preference, to understand the factors that affect their preference in buying. (2) Brand Equity, to study how the consumers value the brand. (3) Purchase Intention, to know the factors that contribute to the consumers' purchase decision, and (1) Country of Origin as moderating variable on the three (3) variables. The result revealed that the Country of Origin has no moderating influence on the three (3) Independent variables. This study used the descriptive-correlational and quantitative method in collecting data from the respondents through an online questionnaire. The survey was divided into sections to aid researchers in determining the relationship between these three variables. Country of Origin is not the priority of Filipino consumers in terms of smartphone brands. Consumers are focusing more on their Brand Preference and Brand Equity in purchasing smartphones.