Mass-produced products nowdays become more diverse, and new products have been developed continuously, with that, many products launched with unique marketing strategies made keen sales competition in market, And it is nearly difficult for consumers to recognize, classify and evaluate accurately and...
Mass-produced products nowdays become more diverse, and new products have been developed continuously, with that, many products launched with unique marketing strategies made keen sales competition in market, And it is nearly difficult for consumers to recognize, classify and evaluate accurately and objectively which company the product belongs to according to its nature or appearance. There before, economically, most consumers buy products with brands of clear score indication, quality Guaranteed, contact information attached, And though distinguishing and trust they continue to purchase those products they want to. As a result, consumer tend to view brands. First then buy products, and accordingly the importance of the brand has been emphasized. With the regard to brand, factors affecting purchase intentions are varied. Namely, such as brand global, consumer characteristics, brand image country image, perceived quality, brand personality, etc. can be seen to differ consumer's purchase intention. In the 1990s, the process of global economic integration sped up around the world, vertical specialization appear, unprecedentedly in world manufacturing industry production system, which was the global value chains specialization. Being embodied by developed counties transferred the labor-intensive process or the production of labor-intensive components and parts to the developing countries or parts of the production in their own country. After entered in 21st, the developed countries transferred parts of capital, technology, knowledge-intensive processes to developing countries, so there was a large number of intermediate products or product components not from one country or region, which brought great difficulties in identifying the country of origin. In the academic, Insch & McBridet pointer out that the country of origin can be resolved into 4 sub-concepts, components of origin, assembling of origin, design of origin, manufacturing of origin. Nagashima & Akira(1970) thought, country of origin effect referred to: relationship of commercial interests and the target market combines the image, reputation of country of origin and its products together. All in all, the country of origin or "Made in" label will affect consumer's evaluation of products in target market, thereby, affecting consumer buying behaviour. This is what the products of country of origin effect. In the international market, what the country or reign of the product, that is to say the"nationality" of products will influence the choice of consumer in purchase, the researchers found a positive, aspiring way to help selling the products in international market. If the images and consciousness of one country's products can be infused into consumer over long term, the consumers will have a certain impression of form and mode of products from this country. These impression usually play an external cues role in the purchase decision-making process, at the mean time, that also can reduce time to identify products's quality. The purpose of this study is to investigate the relationship between brand internationalization and country of origin effect. Our findings support a part of that the effects of perceived brand global and country-of-origin effects in consumer evaluation of brand. we found that consumers perceived prestige of brand were higher when the country-of-origin images are more higher. More importantly, we found that perceived brand global effect of the perceived quality and prestige of brand.
Mass-produced products nowdays become more diverse, and new products have been developed continuously, with that, many products launched with unique marketing strategies made keen sales competition in market, And it is nearly difficult for consumers to recognize, classify and evaluate accurately and objectively which company the product belongs to according to its nature or appearance. There before, economically, most consumers buy products with brands of clear score indication, quality Guaranteed, contact information attached, And though distinguishing and trust they continue to purchase those products they want to. As a result, consumer tend to view brands. First then buy products, and accordingly the importance of the brand has been emphasized. With the regard to brand, factors affecting purchase intentions are varied. Namely, such as brand global, consumer characteristics, brand image country image, perceived quality, brand personality, etc. can be seen to differ consumer's purchase intention. In the 1990s, the process of global economic integration sped up around the world, vertical specialization appear, unprecedentedly in world manufacturing industry production system, which was the global value chains specialization. Being embodied by developed counties transferred the labor-intensive process or the production of labor-intensive components and parts to the developing countries or parts of the production in their own country. After entered in 21st, the developed countries transferred parts of capital, technology, knowledge-intensive processes to developing countries, so there was a large number of intermediate products or product components not from one country or region, which brought great difficulties in identifying the country of origin. In the academic, Insch & McBridet pointer out that the country of origin can be resolved into 4 sub-concepts, components of origin, assembling of origin, design of origin, manufacturing of origin. Nagashima & Akira(1970) thought, country of origin effect referred to: relationship of commercial interests and the target market combines the image, reputation of country of origin and its products together. All in all, the country of origin or "Made in" label will affect consumer's evaluation of products in target market, thereby, affecting consumer buying behaviour. This is what the products of country of origin effect. In the international market, what the country or reign of the product, that is to say the"nationality" of products will influence the choice of consumer in purchase, the researchers found a positive, aspiring way to help selling the products in international market. If the images and consciousness of one country's products can be infused into consumer over long term, the consumers will have a certain impression of form and mode of products from this country. These impression usually play an external cues role in the purchase decision-making process, at the mean time, that also can reduce time to identify products's quality. The purpose of this study is to investigate the relationship between brand internationalization and country of origin effect. Our findings support a part of that the effects of perceived brand global and country-of-origin effects in consumer evaluation of brand. we found that consumers perceived prestige of brand were higher when the country-of-origin images are more higher. More importantly, we found that perceived brand global effect of the perceived quality and prestige of brand.
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