Back Issues 11-20

BRAND EVALUATION, ANIMOSITY, ETHNOCENTRISM AND PURCHASE INTENTION: A COUNTRY OF ORIGIN PERSPECTIVE

Kai-Ping Huang

Department of Business Administration, Fu Jen Catholic University, Taiwan, R.O.C.

Karen Y. Wang

Department of Management, Business School, University of Technology Sydney, Australia

Department of Science and Technology, Puer University, China

*Sisi Cheng

Capital University of Economics and Business, China

Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

The study aimed at exploring the concept of Country of Origin (COO) with respect to the issue of strategic behaviour. Furthermore, its relation with the four other factors or concepts, namely Consumer Ethnocentrism, Brand Evaluation, Consumer Purchase Intention, and Consumer Animosity in some way or the other had also been highlighted in this study in detail. The study further helped in framing four propositions for determining the stated relationships individually with the support of proper justifications. It also helped in concluding that the country, in which an organisation produces or even grows particular products has a lot to do with the cultural, as well as, moral notions of the consumers (Consumer Ethnocentrism and Consumer Animosity) along with their preferences, affordability, and needs over time (Consumer Purchase Intention). Finally, it also needs to be noted that this study facilitated in understanding that the COO influences the values, entity, as well as, the image of a brand in the minds of the target consumers. 

Keywords: country of origin, brand evaluation, animosity, ethnocentrism, purchase intention

Attachments:

1033 final.pdf

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116 kB