The effect of country-of-origin on the consumer purchase intention considering the mediating role of the brand equity dimensions
by Seyyed Milad Shirvani; Negar Motamedi; Rahim Mohtaram
International Journal of Business Information Systems (IJBIS), Vol. 35, No. 3, 2020

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.

Online publication date: Thu, 26-Nov-2020

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Information Systems (IJBIS):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com