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This study examines that country image and product image have significantly different effect on consumers’ brand attitude and purchase decision under different product involvement and country familiarity. The empirical products are cars, cellular phones and pens from Japan, U.S. and South Korea. Questionnaire survey was undertaken by conveniently sampling. The first step was to check the product involvement of three products and country familiarity of three countries. Then the perceptions of the three countries and their products were proceeded by analysis of variance. After extracting the attribute constructs of country image and product image by principle component analysis, liner structure relationships model were used to examine the effect of country image and product image on consumers’ brand attitude and purchase decision. The results of this research indicated that: 1. There is significant difference among three countries on interviewees’ perception of their country image, expect the construct of economic development and technology development between Japan and U.S.. 2. The product images among three countries are significantly different. 3. The indirect effect of country image on purchase intention is through attitude toward brand. 4. Country image is more likely to have a direct effect on consumers’ decision to purchase a brand when the product is a low involvement product. 5. There exists a stronger image/attribute association in evaluating a country when consumers are not familiar with a country than when they are, because they have a greater tendency to rate country attributes by their overall perception of an unfamiliar country.
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