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The Mediating Role of Brand Knowledge, Involvement on the Relationship of Country-of-Origin and Brand Preference

Title
The Mediating Role of Brand Knowledge, Involvement on the Relationship of Country-of-Origin and Brand Preference
Author
김보영
Keywords
country of origin; brand knowledge; involvement level; brand preference; Chinese market
Issue Date
2016-09
Publisher
National Academy of Management Vul
Citation
Actual Problems of Economics, v. 183, issue 9, Page. 60-68
Abstract
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.
URI
https://search.proquest.com/docview/1825553198?accountid=11283http://repository.hanyang.ac.kr/handle/20.500.11754/80353
ISSN
1993-6788
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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