Evaluating the “Country-of-Origin” Impact on Consumers’ Purchase Intention

Beschreibung

This thesis combines studies from branding and consumer research in order to find out how the Country-of-Origin element influences consumers' behavior in the purchase context. Quantitative and qualitative research reached the conclusion that consumers' perception of Country-of-Origin ist positively correlated with their perception of the country image and the Country-of-Origin effect is stronger for durable goods than for FMCG goods. Research of this thesis also found out that Country-of-Origin carries emotional and functional influences on consumers' purchase intention. The emotional influence impacts consumers' brand perception and the functional influence impacts ther product evaluation. Using Germany as a specific case, this research studied its impact on Chinese consumers' purchase behavior. Research results tend to prove that Chinese consumers' purchase intention towards Made-in-Germany products can be impacted through the aggregated effect of their emotional associations toward the image of Germany and their social and peer group perceptions towards this Country-of-Origin element. The research of this thesis also confirmed that Chinese consumers tend to have positive perception towards the country image of Germany. This positive perception can also positively contribute to their purchase intention of German products.

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Lin Zheng

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Brand Country-of-Origin Image Intention Purchase

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