The impact of a brand's country of origin and manufacturer on customers' perceptions of a country's institutional environment and their purchasing decisions taking into account the moderating role of beliefs arising from customer trust

محورهای موضوعی : Marketing

Seyyed Reza Jalalzadeh ¹ (Member of the Faculty of Management Department, Faculty of Management and Finance, Khatam University, Tehran, Iran.)
Amir Momeni ² (Master's degree in business management, Faculty of Management and Finance, Khatam University, Tehran, Iran.)

تاریخ دریافت : 1402/04/06 تاریخ پذیرش : 1402/06/20 تاریخ انتشار : 1402/10/11

کلید واژه: customer perceptions, purchase decisions, Country of brand origin, country of manufacture,

چکیده مقاله :

In today's competitive markets, brands are always trying to create a desirable image of their products and services to elicit more favorable tendencies in customers. Beyond the marketing efforts of brands, there is an important factor that can either strengthen or weaken these marketing efforts. This factor is related to the country of origin or manufacturer of a brand, which can have an impact on consumer behavior and perceptions of products and brands from that country. Therefore, the aim of this research is to investigate the effect of the country of origin and manufacturer on consumer perceptions of the institutional environment of countries and purchasing decisions, taking into account the moderating role of beliefs arising from customer trust. This research is an applied study and, in terms of data collection method, is descriptive-correlational. A library approach was used to extract studies, and a field approach was used to collect statistical data, with the data collection tool being a questionnaire. The study population consisted of customers who own and purchase iPhones from the Apple brand in districts 1, 2, and 3 of Tehran. Descriptive statistics and inferential analysis were used to analyze the data, and the software used to analyze the data was SPSS and smart PLS. The results indicate that the country of origin of a brand has an impact on perceptions of the legitimacy and regulatory environment of that country. Additionally, the results show that the country of manufacture of a brand also has an impact on perceptions of the normative environment and regulatory environment of that country. On the other hand, perceptions of the legitimacy of the country of manufacture of a brand have an impact on customer preferences for a brand and a willingness to pay a higher price for a brand. However, the impact of the country of origin on customer purchasing decisions with the moderating role of beliefs in brand benevolence, honesty, and capability has not been confirmed.

منابع و مأخذ:

• Abosag, I., & Farah, M. F. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48 (11/12), 2262–2283. https://doi.org/10.1108/EJM-12-2013-0737

• Ahn, J. (2023). The role of multidimensional country-of-origin attributes: Exploring the antecedents of international brand attitude and image. Journal of Marketing Communications, 1-16.  https://doi.org/10.1080/13527266.2023.2191607


• Alilou, P., Saeednia, H. R., & Badi Zadeh, A. (2021). Studying the Effective Factors in Brand Value Creation from the Perspective of Customers, Organizations and Stakeholders (Case study: Iranian Textile Industry). Journal of System Management, 7(4), 23-47. https://doi.org/10.30495/jsm.2021.1943070.1548

 

• Amoroso, D. L., Roman, F. L., & Morco, R. (2016). E-Commerce online purchase intention: Importance of corporate social responsibility issues. In Encyclopedia of E-Commerce Development, Implementation, and Management(pp. 1610-1626). IGI Global.4018/978-1-4666-9787-4.ch114


• Astan, Samaneh, Ghorbani, Ali, and Torabi, Mohammad Amin. (2021). A comparative study of the effect of the brand of the country of origin on the customer's purchase intention in the food industry with the mediating role of brand preference and brand value (10 best-selling foreign food brands active in the Iranian market). Andisheh Amad, 20(77), 137-163. SID. https://sid.ir/paper/412580/fa https://doi.org/10.22034/lot.2021.96690


• Bakhshande, Mehdi, Shams, Kourosh (2017). Identification and explanation of factors affecting customers' intention to purchase foreign brand products (case study: foreign packages). Master's thesis, Islamic Azad University, Faculty of Pharmacy, School of New Sciences and Technologies.

• Brodowsky, G., Stewart, K., & Anderson, B. (2018). Brand and Country Influences on Purchase Intentions: A Theory-Of-Reasoned Action Approach. Journal of Promotion Management, 24(2), 251-269. https://doi.org/10.1080/10496491.2017.1360822


• Chen, S., Wright, M. J., Gao, H., Liu, H., & Mather, D. (2020). The effects of brand origin and country-of-manufacture on consumers' institutional perceptions and purchase decision-making. International Marketing Review. 38(2), 343-366. https://doi.org/10.1108/IMR-08-2019-0205


• Coffey, S., & Kabadayi, S. (2020). Consumers’ purchase intentions of Bi-national products: effects of country-of-brand, country-of-manufacture, and trusting beliefs. Journal of Global Marketing, 33(1), 18-33. https://doi.org/10.1080/08911762.2019.1579398


• Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience, Journal of Marketing Management, 32(13-14), 1230-1259. https://doi.org/10.1080/0267257X.2016.1150322


• Ghafurian, Shagerdi, Behbodi, Omid, Momen, Hoshyar, & wajiheh. (2021). The effect of consumer alienation on the intention to buy foreign products: analyzing the role of the image of the producing country and brand attitude. International Business Management, 13(4), 129-146.‎ 10.22034/JIBA.2021.43009.1578


• Herz, M., & Diamantopoulos, A. (2017). I use it but will tell you that I don't: Consumers’ country-of-origin cue usage denial. Journal of International Marketing, 25(2), 52-71. https://doi.org/10.1509/jim.16.0051


• Huang, Y., Zhang, X., & Zhu, H. (2022). How do customers engage in social media-based brand communities: The moderator role of the brand's country of origin?. Journal of Retailing and Consumer Services, 68, 103079. https://doi.org/10.1016/j.jretconser.2022.103079


• Kabadayi, S. (2016). Customers’ disatisfaction with banking channels and their intention to leave banks: The moderating effect of trust and trusting beliefs. Journal of Financial Services Marketing, 21(3), 194–208. https://link.springer.com/article/10.1057/s41264-016-0005-2


• Kabadayi, S., & Lerman, D. (2011). Made in China but sold at FAO Schwarz: Country-of-origin effect and trusting beliefs. International Marketing Review, 28 (1), 102–126. https://doi.org/10.1108/02651331111107125


•  Kamali Dehkordi, Parvaneh; Hosseini, Mirza Hassan; Khalili Berkoui, Zahra. (2011). Factors affecting customer trust in electronic banking. Research paper of Payam Noor University of Chaharmahal and Bakhtiari province. Number six.


• Khorram, Mohammad Hassan, Moradi, & Hatami. (2021). The effect of the mental image of the country of origin of the brand on the formation of the special value of the brand resulting in brand trust in the sports industry (case study: Shiraz city). Sports Marketing Studies, 2(1), 1-30.‎ https://doi.org/https://www.doi.org/10.34785/J021.2021.166


• Kiyomarsi, E., Saeednia, H. R., & Alipour Darvishi, Z. (2021). The Effect of Advertising on Expectations and Perception of the Brand with Emphasis on the Mediating Role of Customer Experience Management in the Insurance Industry. Journal of System Management, 7(4), 183-204. https://doi.org/10.30495/jsm.2021.1943472.1562


• Lopez, C., & Balabanis, G. (2020). Country image appraisal: More than just ticking boxes. Journal of Business Research, 117, 764-779. https://doi.org/10.1016/j.jbusres.2019.09.004


• Mela, C. F., Jedidi, K., & Bowman, D. (1998). The long-term impact of promotions on consumer stockpiling behavior. Journal of Marketing research, 35(2), 250-262. https://doi.org/10.1177/002224379803500210


• Mohialdin Ghomsheh, Mohammad Amin, Norozi, Hossein, Khodami, Soheila (2021). The effect of country of origin image on willingness to pay more through mediating variables of brand love, brand luxury, and customer perception (case study: Rolex watch brand). Master's thesis, Kharazmi University, School of Management.


• Oni, K. A., Ogundipe, K. S., Salako, M. A., & Babalola, B. T. (2021). Impact of Branding on Consumers Preference for Distilled Liquor in Abeokutaper. British Journal of Marketing Studies, 9(1), 1-10.  


• Rahimi, M., Keshavarz, S., & Golani, S. K. (2023). The Impact of Virtual Reality Technology on Creating the Attitude and Understanding of Customers towards the Property and Service Provider in the Real Estate Consulting Division. Journal of System Management (JSM), 9, 3. https://doi.org/10.30495/jsm.2023.1975237.1731


• Rahim Nia, & Asghari. (2015, June). Presenting a conceptual model in order to investigate the relationship between the mental image of the country of origin and the quality of the relationship on the brand image, taking into account the mediating role of the brand value. In the first advertising management conference https://civilica.com/doc/421956


• Rambocas, M., & Ramsubhag, A. X. (2018). The moderating role of country of origin on brand equity, repeat purchase intentions, and word of mouth in Trinidad and Tobago. Journal of Global Marketing, 31 (1), 42–55. https://doi.org/10.1080/08911762.2017.1388462


• Rashid, M. S. (2017). Weakening the effect of unfavorable country of origin: A process- and parameter- associated theoretical framework. Journal of Global Marketing, 30 (2), 87–98. https://doi.org/10.1080/08911762.2016.1226450


• Rungsrisawat, S., & Sirinapatpokin, S. (2019). Impact of brand equity on consumer purchase intent. Utopía y praxis latinoamericana: revista internacional de filosofía iberoamericana y teoría social, (6), 360-369.


• Sahi, G. K., Sambyal, R., and Sekhon, H. S. (2016). Analyzing customers’ switching intentions in the telecom sector. Journal of Global Marketing, 29(3), 156–169. http://dx.doi.org/10.1080/08911762.2016.1184736


• Shin, J. , Saithibvongsa, P. & Choi, H. J. (2019). Country Image, Perceived Product Quality and Purchase Intention: The Moderating Roles of Quality Warranty Certificate and Country-Image Transferred Strategies . International Journal of Economics and Management , 1 (3) , 10-23 . Retrieved from https://dergipark.org.tr/en/pub/jecoman/issue/49685/636993


• Scott, W. R. (2013). Institutions and organizations: Ideas, interests, and identities. Sage publications.


• Suddaby, R., Bitektine, A. and Haack, P. (2017), “Legitimacy”, Academy of Management Annals, Vol. 11 No. 1, pp. 451-478. https://doi.org/10.5465/annals.2015.0101


• VONGURAI, R. (2020). Factors affecting customer brand preference toward electric vehicle in Bangkok, Thailand. The Journal of Asian Finance, Economics and Business, 7(8), 383-393. http://dx.doi.org/10.1504/IJEHV.2017.089875


• Zadegan, H., Aghaei, M., Esfidani, M. R., Hasangholipour, T., & Ansari, M. (2023). Designing and Explaining the Digital Marketing Model with the Approach of Customer Experience Management (CEM). Journal of System Management. https://doi.org/10.30495/jsm.2023.1973844.1721

Zhou, M., & Tian, D. (2010). An integrated model of influential antecedents of online shopping initial trust: Empirical evidence in a low-trust environment. Journal of International Consumer Marketing, 22 (2), 147–167. https://doi.org/10.1080/08961530903476212

• Zohdi, M. H., & Dalvand, M. R. (2023). Virtual and Cyber Whistle Blowing Role of Brand Hate among Home Appliance Customers. Journal of System Management (JSM), 9, 3. 10.30495/jsm.2023.1977845.1750