Exploring and Evaluating the Relationship between Brand and Country of Origin Knowledge and Country of Origin Image
Subject Areas : Jounal of Marketing Management
1 - استادیار، عضو هیات علمی دانشگاه آزاد اسلامی، واحد تهران مرکزی
Keywords: Brand country of origin knowle, Country of origin image, Country of origin familiarity, Brand, Trade mark, emerging market, Franchise,
Abstract :
Marketing new findings demonstrate that the country of origin played an important role in customer behavior in marketing. mix 5th P. On the other hand, if the customer knows about the brand's country of origin, then the perceived image of country of origin effects the customer's concept of the trademarks related to the producer country. This evidences shows that one of the major objects in international marketing derives from above subjects. Therefore, the basic subject of this research is: What is the relationship between brand country of origin knowledge and country of origin image, and how great is that distinction? According to this information, the franchise is one of the most common strategies available to emerging markets and the variables in these contrasts were studied. The basic variables in the research include: Brand country of origin knowledge, country of origin image, brand country of origin knowledge for competitive products, country of origin familiarity, and demographic factors, such as education level, income level, foreign travel history and free-zone travel history. For this purpose, a sample population was established and surveyed using a questionnaire. The population included Iranian families in metropolitan areas, and an annualization of the data gathered was accomplished. The results of this research show that there is a direct relationship between brand of country of origin knowledge and country of origin image. Also, there is a direct relationship between brand country of origin knowledge and brand country of origin knowledge of competitive products, country of origin familiarity and income level. Despite the finding, presented in other research there appears to be no relationship between brand country of origin knowledge and education level, foreign travel history and free zone travel history.