The Mediating Role of Brand Knowledge, Involvement on the Relationship of Country-of-Origin and Brand Preference
- The Mediating Role of Brand Knowledge, Involvement on the Relationship of Country-of-Origin and Brand Preference
- country of origin; brand knowledge; involvement level; brand preference; Chinese market
- Issue Date
- National Academy of Management Vul
- Actual Problems of Economics, v. 183, issue 9, Page. 60-68
- This study attempts to explore whether brand knowledge and a particular product category may have an effect on stereotyping of country of origin (COO). Our findings show that COO has a positive impact on brand preference (BP), and product involvement level (IL) has statistically significant positive mediating effects on COO-BP relationship. Brand knowledge is found to have contrasting effects in high vs. low involvement product categories. For high involvement product (automobile in this case) consumers’ positive brand knowledge alleviates the COO effects on BP, consumers
tend to rely less on COO in BP. On the other hand, for low involvement product (coffee in this case) consumers pay much more attention to COO.
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
- Files in This Item:
There are no files associated with this item.
- RIS (EndNote)
- XLS (Excel)