The Effects of ‘Country-of-Origin’ and ‘Corporate Image’ on the Perceptions of Product Quality and Purchase Intentions

World Review of Entrepreneurship, Management and Sustainable Development, Vol. 2, No. 4, pp. 335-350. DOI: 10.1504/WREMSD.2006.010218

Posted: 27 Dec 2017

See all articles by Jung Wan Lee

Jung Wan Lee

Boston University - Department of Administrative Sciences

Simon Tai

Bang College of Business

Date Written: September 30, 2006

Abstract

This study analyses how consumer perceptions on the quality of products are influenced by the marketing appeals of multinational firms and by the country-of-origin effects. It presents findings derived from the results of country-of-origin effect, corporate image, its brand image and purchase intention survey conducted in Almaty, Kazakhstan, one of the CIS countries that are considered as developing countries and transition economies. The findings suggest that while attitudes of consumers towards country-of-origin and corporate image exert a great deal of influence on their perceptions of product quality and purchase behaviour, the effects of certain country image appeals on products purchase behaviour are moderated by the broad socio-demographics and national cultural characteristics. Finally, this study highlights the importance of global brands building associated with corporate image and how they can be further improved by global marketing appeals.

Keywords: cross-cultural marketing, country-of-origin, corporate image, perceived quality, global brand, consumer behaviour

Suggested Citation

Lee, Jung Wan and Tai, Simon, The Effects of ‘Country-of-Origin’ and ‘Corporate Image’ on the Perceptions of Product Quality and Purchase Intentions (September 30, 2006). World Review of Entrepreneurship, Management and Sustainable Development, Vol. 2, No. 4, pp. 335-350. DOI: 10.1504/WREMSD.2006.010218 . Available at SSRN: https://ssrn.com/abstract=3091401

Jung Wan Lee (Contact Author)

Boston University - Department of Administrative Sciences ( email )

808 Commonwealth Avenue
Boston, MA 02215
United States
617 358 5627 (Phone)
617 353 6840 (Fax)

HOME PAGE: http://www.bu.edu/met

Simon Tai

Bang College of Business ( email )

KIMEP
Almaty
Kazakhstan

Register to save articles to
your library

Register

Paper statistics

Abstract Views
59
PlumX Metrics
!

Under construction: SSRN citations while be offline until July when we will launch a brand new and improved citations service, check here for more details.

For more information