Title: The effect of country-of-origin on the consumer purchase intention considering the mediating role of the brand equity dimensions

Authors: Seyyed Milad Shirvani; Negar Motamedi; Rahim Mohtaram

Addresses: Department of Management and Economic, Faculty of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran ' Department of Management, Faculty of Accounting and Management, Yazd Branch of Payam Noor University, Yazd, Iran ' Department of Management and Economics, Faculty of Business Administration, Science and Research Branch, Islamic Azad University, Tehran, Iran

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.

Keywords: the country-of-origin image; brand awareness; perceived quality; brand association; brand loyalty.

DOI: 10.1504/IJBIS.2020.111418

International Journal of Business Information Systems, 2020 Vol.35 No.3, pp.363 - 377

Received: 10 Aug 2018
Accepted: 10 Sep 2018
Published online: 26 Nov 2020 *

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