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| Author: | Ashill, N.J. Sinha, A. |
| Title: | An exploratory study into the impact of components of brand equity and country of origin effects on purchase intention |
| Journal: | Journal of Asia-Pacific Business
2004 : AUG, VOL 5:3, p. 27-43 |
| Index terms: | Consumer behaviour Purchasing Brands Products Models |
| Language: | eng |
| Abstract: | This paper extends Keller's (1998) conceptualization of brand equity (here as: b-eqy.) to incorporate Country and Brand Origin (CBO) and Country of Origin (COO) effects on purchase intention. A structural equation modelling approach is used to test a conceptual model hypothesizing relationships btw. these variables for the product category (here as: prod-cat.) of watches. The results show that the components of b-eqy. through the effect of brand loyalty are three times more important than COO effects. A direct recommendation of this study is that for this prod-cat., marketing managers can choose a country of manufacture for cost efficiencies regardless of the consumers' associations with that country. |
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