The Effects of General Country Image, Country Product Image and Affective Country Image on Brand Image, Perceived Quality and Purchase Intention－The Case of Apparel Brands

• Main Authors: Che-HsiangYang, 楊喆翔
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/kes64z

碩士 === 國立成功大學 === 企業管理學系 === 102 === There is much research suggesting that the country of origin has an effect on product evaluation and brand equity, but most of them focus on the cognitive components of country image. Little empirical study has focus on the effecst of both cognitive and affective components of country image on the product evaluation. And some literatures focus on the effect of country image on general evaluation of products manufactured by that country, brand name cue is ignored. This study was designed to investigate the role of general country image (GCI), country product image (CPI), affective country image (ACI) and brand image (BI) in consumer evaluation of apparel brands. Survey data were collected from residents of Taiwan. A total of 277 respondents evaluated different product combinations (COM / brand) in apparel category. Relationships between constructs were tested using structural equation modeling. The results of this study confirmed that general country image, country product image and affective country image have positive impact on brand image, but the general country image has more impact on brand image than do country product image and affective country image. The study also shows that general country image and country product image exert positive impact on perceived quality. Finally, the results support the conclusion that affective country image is positively related to purchase intention. According to the results, the brand managers should take into account the general country image, country product image and affective country image when decide the manufacturing locations and could seek to reinforce the brand image by changing the country of manufacture. Furthermore, there are implications for national governments to manage their country images.