The Relationship Between Image of Country of Origin, Brand Equity and Customer Purchase

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Contents Abstract 2 Introduction 2 Objectives: 3 Methodology of selection: 3 Literature review 3 Literature review matrix 4 Finding 4 Conclusion 4 Suggestion 4 Reference 4 The relationship between image of country of origin, brand equity and customer purchase Abstract This review presents analysis of the relationship between image of country of origin, brand equity and customer purchase. This paper aim to review and analyzes 10 articles focus on the image of country of origin, brand equity and customer purchase. It contain general introduction about country of origin, brand equity and customer purchase concepts. Also provide objectives of this paper and selection methodology of journals with literature matrix. Finally finding of review and conclusion with suggestions. Introduction Country of origin (COO) is the country in which the products are made. Defined country of origin as “the impact which generalizations and perceptions about a country have on a person’s evaluations of the country’s products and brands”. It is different from country of production (COP). In fact, the country of origin effect has a great impact on the products, which do not have strong brand names. Products with foreign brand names are frequently associated with the country-of-origin (COO) of the brand, as for example, the favorable association of Germany with beer, Sweden with cars, and Japan with microelectronics The promotion of such brands means, either emphasizing the COO as has been the case with “American Jeans”, “Marlboro” cigarettes, “Italian pasta”, and French perfumes such as “Chanel” or alternately, ignoring the COO depending on the perception of consumers in the foreign country market. In yet other cases, there are product categories not distinctively associated with any COO image as in the case of the car industry, where it has

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