The Impact of Country of Brand Origin to Purchase Intention through Brand Equity in Indonesia
碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 104 === This study was conducted to know the impact of country of brand origin (COBO) on purchase intention (PI) through brand equity (BE) in Indonesia smartphone industry. The sample used in this study were 266 young consumers and the method of analysis was Partial...
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| Format: | Others |
| Language: | en_US |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/s8mmhf |
| Summary: | 碩士 === 輔仁大學 === 國際經營管理碩士學位學程 === 104 === This study was conducted to know the impact of country of brand origin (COBO) on purchase intention (PI) through brand equity (BE) in Indonesia smartphone industry. The sample used in this study were 266 young consumers and the method of analysis was Partial Least Square (PLS). The results of the study showed that there are positive and significant effect between COBO and BE, BE and PI, and BE mediates the relationship between COBO and PI in Indonesia’s smartphone industry.
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