TITLE

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

AUTHOR(S)
Norouzi, Abdollah; Hosienabadi, Bahman Fallah
PUB. DATE
December 2011
SOURCE
Australian Journal of Basic & Applied Sciences;2011, Vol. 5 Issue 12, p766
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
74249069

 

Related Articles

  • PATH ANALYSIS VS. STRUCTURAL EQUATION MODELING. Grapentine, Terry // Marketing Research;Fall2000, Vol. 12 Issue 3, p12 

    This article examines path analysis and structural equation modeling when used to model marketing constructs such as brand value and loyalty. The author examines whether these two methods produce similar results when applied to an identical data set and compares and contrasts the relative merits...

  • Congruence between Brand Personality and Self-Image, and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty. Seong-Yeon Park; Eun Mi Lee // Advances in Consumer Research - Asia-Pacific Conference Proceedi;2005, Vol. 6, p39 

    This study examines how the congruence between brand personality and self-image influences brand loyalty through such mediating variables as consumer-brand relationship and consumer satisfaction. In addition, this study compares the proposed model under high/low involvement situations to examine...

  • The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Chaudhuri, Arjun; Holbrook, Morris B. // Journal of Marketing;Apr2001, Vol. 65 Issue 2, p81 

    The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic...

  • The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty. Heehyoung Jang; Olfman, Lorne; Islang Ko; Joon Koh; Kyungtae Kim // International Journal of Electronic Commerce;Spring2008, Vol. 12 Issue 3, p57 

    The relationship between on-line communities and on-line brands is investigated by examining how on-line brand community's characteristics affect community commitment and brand loyalty—in particular, how the hosting type of an on-line brand community affects the relationships between...

  • BRAND-LOYAL CONSUMERS. Clow, Kenneth E.; Baack, Donald // Concise Encyclopedia of Advertising;2005, p23 

    A definition of the term "brand-loyal consumers" is presented. It refers to someone who purchases only one particular brand and does not substitute regardless of any deal offered. It is noted that one goal of marketing and advertising is to instill brand loyalty in as many customers as possible....

  • The care and feeding of your brand. Manternach, Lynn // Corridor Business Journal;3/1/2010, Vol. 6 Issue 32, p20 

    The article discusses the importance of a brand name in business. It defines brand as a collection of perceptions from consumers regarding a business's services and products. It stresses the brand should have relevance, credibility, and distinction. It reveals that one of the reasons of...

  • Challenge accepted. Manning, John // Marketer (1743-5528);Jul/Aug2013, Issue 88, p28 

    The article offers suggestions for marketers to handle market challenges and make their brands the best amongst rest. It emphasizes on bringing innovations to the products. Regular enhancements in products impress consumers, and they tend to stick to a particular brand. Manufacturers of smaller...

  • Marka sadakatinin ölçülmesi: Niyete baÄŸlı tutumsal ölçek ile satın alma sırasına dayalı davranışsal ölçeÄŸin karşılaÅŸtırılması. Demir, Mehmet Özer // Istanbul University Journal of the School of Business Administra;2012, Vol. 41 Issue 1, p103 

    Although there is no consensus on the definition and measurement of brand loyalty in the literature, there are three approaches to measure brand loyalty; behavioral scales which takes purchases into consideration, attitudinal scales which takes intention to buy into consideration, and combined...

  • Brand loyalty steady. Hume, Scott // Advertising Age;3/2/1992, Vol. 63 Issue 9, p19 

    The article reports that brand loyalty has stayed relatively strong despite recessionary pressures in the U.S., according to a survey. The latest numbers in a 17-year tracking survey of brand equity show loyalty to top brands has been steady for the past four years. A graph showing index of...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics