Title: The effects of 'country-of-origin' and 'corporate image' on the perceptions of product quality and purchase intention

Authors: Jung-Wan Lee, Simon W. Tai

Addresses: Department of Management, Kazakh-British Technical University, Office 221, 59 Tole Bi Street, Almaty 050000, Republic of Kazakhstan. ' Department of Finance, Bang College of Business, KIMEP, Office 328/N, 2 Abai Avenue, Almaty 050010, Republic of Kazakhstan

Abstract: This study analyses how consumer perceptions on the quality of products are influenced by the marketing appeals of multinational firms and by the country-of-origin effects. It presents findings derived from the results of country-of-origin effect, corporate image, its brand image and purchase intention survey conducted in Almaty, Kazakhstan, one of the CIS countries that are considered as developing countries and transition economies. The findings suggest that while attitudes of consumers towards country-of-origin and corporate image exert a great deal of influence on their perceptions of product quality and purchase behaviour, the effects of certain country image appeals on products purchase behaviour are moderated by the broad socio-demographics and national cultural characteristics. Finally, this study highlights the importance of global brands building associated with corporate image and how they can be further improved by global marketing appeals.

Keywords: cross-cultural marketing; country-of-origin; corporate image; perceived quality; global brands; consumer behaviour; product quality; purchase intention; Kazakhstan; developing countries; transition economies.

DOI: 10.1504/WREMSD.2006.010218

World Review of Entrepreneurship, Management and Sustainable Development, 2006 Vol.2 No.4, pp.335 - 350

Available online: 10 Jul 2006 *

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