The Influence of Brand Origin and Country of Origin on the Consumers' Purchase Intention

• Main Authors: Chien-YuTu, 杜千幼
• Other Authors: Wei-Shiun Chang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/r3qpuc

碩士 === 國立成功大學 === 國際經營管理研究所碩士在職專班 === 105 === COO effects have been discussing for over decades. Many researchers argue that COO isn't a single cue on consumers' purchase intention. Nowadays, consumers tend to use price or other factors when they make the decision. In terms of quality, country images play a role in consumers' mind. On this paper, Brand Origin and Country of Origin will be defined as two dimensions. One is the managerial level which the top management, marketing strategies or innovation belongs to. The other is defined as the manufactural level which carries out the orders from the headquarters. The Conjoint Analysis will be conducted to analyze the leverage between managerial and manufactural levels. The result will prove the importance of managerial level and manufactural level in consumers' mind.