The Effects of Brand's Country-of-Origin Image on The Formation of Brand Equity

Norouzi, Abdollah; Hosienabadi, Bahman Fallah
December 2011
Australian Journal of Basic & Applied Sciences;2011, Vol. 5 Issue 12, p766
Academic Journal
One of the most valuable properties of each corporation is its Brand. The more its brand is in consumers' mind, the more benefits corporation can achieve. However brands provide consumers facilities to choose. This is only the existence of brand names that discriminates a product from others easily. In this research, we have focused on the Evaluation the effects of brand's country-of-origin image on the formation of brand equity and the main issue is: Does Brand's Country-of-Origin Image have direct influence on brand equity? This research consists of three theories that inspect the dimensions of special value of brand with responses of consumers in issue of country-of-origin image. These dimensions are as follows: 1- Brand Distinctiveness 2- Brand Loyalty 3- Brand Awareness /Association. Results show that Brand Loyalty and Brand Awareness and Brand Association have direct influence on brand equity and also brand's country-of-origin image has direct influence on all for variants of Brand discrimination, Brand Loyalty Brand Awareness and Brand Association thus image of Brand's country-of-origin has direct influence on brand equity from the aspects of medium influences, Brand Distinctiveness, Brand Loyalty, Brand Awareness and-Brand Association.


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