The Effect of Product Country-of-Origin Image on Brand Loyalty：A Japanese Brand as an Example

• Main Authors: Chih-Hung Lin, 林志鴻
• Other Authors: Shyh-Rong Fang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/89407124894124526248

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 97 === The liberalization of global economy has triggered large amount of international trades and foreign direct investments in the past decades. The variety of products not only satisfy the needs of customer, but also widen the channels for customer to collect more information for their purchasing decision process. Brand is the sign that provides customers to distinguish the values of different products and service. Outstanding brands could always attract customers to visit the businesses continuously. In the era of global economy, brand and products country-of-origin are used to determine consumers’ purchasing decisions, so consumers’ brand identification, brand loyalty and product country-of-origin image are bound to have close relationship each other. In this study, 340 questionnaires were administrated to the consumers in Taiwan. Several statistical techniques were adopted in this study, including descriptive statistics analysis, confirmatory factor analysis, reliability analysis and the linear structure equation pattern. The results contributed to both consumer behavior model and business practice, which are discussed as follows: 1.The product image of product country-of-origin image has a positive impact on brand identification of consumers. 2.The brand identification of consumers has a positive impact on attitude loyalty and behavior loyalty. 3.The attitude loyalty has a positive impact on behavior loyalty.