IDEAS home Printed from https://ideas.repec.org/a/ids/ijbisy/v35y2020i3p363-377.html
   My bibliography  Save this article

The effect of country-of-origin on the consumer purchase intention considering the mediating role of the brand equity dimensions

Author

Listed:
  • Seyyed Milad Shirvani
  • Negar Motamedi
  • Rahim Mohtaram

Abstract

The objective of the present study was to examine the effect of country-of-origin on the consumer purchase intention considering the mediating role of the dimensions of brand equity. The population of this study included buyers of home appliances in Tehran. Random sampling was used to determine the sample of the study. Infinite sample size determination formula was used to determine the sample size. 384 people were selected as the sample of the study. A researcher-made questionnaire was used for data collection; the validity of the questionnaire was confirmed by some experienced professors and experts and the reliability of that was obtained as 95.7% and confirmed by using Cronbach's alpha. PLS software and the implementation of the structural equation modelling were used for data analysis. The results showed that the country-of-origin image significantly affects the dimensions of the brand equity (brand awareness, perceived quality, brand association, and brand loyalty); moreover, the brand equity dimensions significantly affect the purchase intention.

Suggested Citation

  • Seyyed Milad Shirvani & Negar Motamedi & Rahim Mohtaram, 2020. "The effect of country-of-origin on the consumer purchase intention considering the mediating role of the brand equity dimensions," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 35(3), pages 363-377.
    • Handle: RePEc:ids:ijbisy:v:35:y:2020:i:3:p:363-377
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=111418
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbisy:v:35:y:2020:i:3:p:363-377. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=172 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.