BRAND EVALUATION, ANIMOSITY, ETHNOCENTRISM, AND PURCHASE INTENTION: A COUNTRY OF ORIGIN PERSPECTIVE
- Publication Type:
- Journal Article
- International Journal of Organizational Innovation, 2020, 12, (4), pp. 1-9
- Issue Date:
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The study aimed at exploring the concept of Country of Origin (COO) with respect to the issue of strategic behaviour. Furthermore, its relation with the four other factors or concepts, namely Consumer Ethnocentrism, Brand Evaluation, Consumer Pur-chase Intention, and Consumer Animosity in some way or the other had also been highlighted in this study in detail. The study further helped in framing four proposi-tions for determining the stated relationships individually with the support of proper justifications. It also helped in concluding that the country, in which an organisation produces or even grows particular products has a lot to do with the cultural, as well as, moral notions of the consumers (Consumer Ethnocentrism and Consumer Ani-mosity) along with their preferences, affordability, and needs over time (Consumer Purchase Intention). Finally, it also needs to be noted that this study facilitated in un-derstanding that the COO influences the values, entity, as well as, the image of a brand in the minds of the target consumers.
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