The Effect of Country of Origin of Brand on Brand Equity

Subject Areas : Jounal of Marketing Management

B. Ranjbarian ¹ , E. Mahmoudi ² , A. Ghasemi ³

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Received: 2013-08-21 Accepted : 2013-08-21 Published : 2013-03-21

Keywords: Country of origin of brand, Brand Equity, Brand strength, brand awareness,

Abstract :

One of the most effective measures in the process of purchase behavior is country of origin of brand. Many people generalize mentality of the country to product that made by this country. This is something that can be used by owners of top brand in their business strategy. In this paper, the effect of country origin of brand on brand strength and awareness and brand equity has been studied.  The statistical population of paper is the student of Shahid Chamran University that a sample of 230 people of theirs has been studied. However, for analysis the data, SPSS and LISREL have been applied. The finding indicates that the effect of origin country of brand on brand strength and awareness and brand equity is positive and significant, while the effect of brand strength on brand equity is rejected.