RELATIONSHIP BETWEEN COUNTRY OF ORIGIN, BRAND IMAGE, AND CUSTOMER PURCHASE INTENTIONS

Dr. S. S. Bhakar (), Shailja Bhakar () and Shilpa Bhakar ()
Additional contact information
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)

Far East Journal of Psychology and Business, 2013, vol. 10 No 2 Paper 4 February, issue 4, 25-47

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.

Keywords: Origin; Brand Image; Branding; Consumer Intentions; Purchase Intentions; Buying Decision (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://www.fareastjournals.com/files/FEJPBV10N2P4.pdf (application/pdf)
http://www.fareastjournals.com/archive_detail.aspx?jid=18&aid=33 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fej:articl:v:10b:y:2013:i:4:p:25-47

Access Statistics for this article

More articles in Far East Journal of Psychology and Business from Far East Research Centre
Bibliographic data for series maintained by Jim Chau ( this e-mail address is bad, please contact ).