Effects of Country-of-Manufacture and Brand Image on Korean Consumers' Purchase Intention |
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Authors: | Jae-Eun Chung Dawn Thorndike Pysarchik Sun-Jin Hwang |
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Institution: | 1. Department of Consumer Sciences , The Ohio State University , Columbus, OH, USA;2. Michigan State University , East Lansing, MI, USA;3. College of Human Life Sciences , Sung Kyun Kwan University , Seoul, Korea |
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Abstract: | ABSTRACT In this study, a theoretical framework is developed to explain the differential effects of country-of-manufacture (COM) and brand image on the cognitive, affective, and behavioral components of Koreans' consumer decision making. Although effects are product specific, findings, overall, indicate that brand image has a stronger effect than COM on Koreans' perceptions of hybrid global products. Moving the production of an electronic product (TV) to a developing country, however, negatively affected Koreans' evaluation of product performance, prestige (brand and technical), and purchase attitudes. The findings have interesting marketing implications for hybrid global brands and contribute to building a theory of COM. |
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Keywords: | Country-of-manufacture brand image quality purchase attitudes purchase intention Korea |
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