文章基本信息

标题：Impact of Country-of-origin Image on Brand Equity: A Study on Durable Products in India
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作者：Rajeev Kumar Panda ; Rajeev Kumar Panda ; Siddharth Misra 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：150
页码：494-499
DOI：10.1016/j.sbspro.2014.09.062
语种：English
出版社：Elsevier
摘要：AbstractCountry of origin is an important cue to influence consumers’ perception of a brand as reported and documented by the literature. This paper tries to identify the effects of brand's country-of-origin image on the formation of its brand equity. To satisfy the objective the brand equity of some durable brands in India was examined. Three contributory dimensions of brand equity i.e. brand awareness; brand loyalty and brand distinctiveness were refereed. Random probability sampling was incorporated to collect the data from the respondents. Multiple regression analysis was conducted on brand equity dimensions which show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. Again the brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of the three dimensions. The study further suggests that marketers should put give more emphasis in developing brand awareness for their products and the superior image of brand's own country should be properly promoted so that the brand image will be enhanced.
关键词：Country of origin;Brand equity;Regression;Durable goods;India.