The relationship between country of origin and brand equity: Case of powdered milk industry in Ho Chi Minh City
Abstract
In market, brand equity is one important factor. An in number brand with
positive brand value has a few points of interest, for example, higher edges, brand
expansion, all the more capable correspondence adequacy and higher purchaser
inclinations advertisement buy aims ((Keller, 1993; Rangaswamy et al., 1993; CobbWalgren et al., 1995). Measuring brand value is imperative because of its key quality
managing promoting methodology, helping strategic choices and giving a premise to
evaluating brand (Ailawadi et al., 2003). Country of origin is another imperative
variable impacting shopper view of brands (Hulland, 1999). The reality shows that
consumers often buy product which was produced by foreign country. It is created
customer‘s beliefs evaluations about a product, which in turn influence their purchase
behaviors.
This study will research in areas country of origin and brand equity.
Understanding the relationship between country of origin image and affect brand
equity which affect customer‘s purchase intention directly. Besides, the research will
help the reader understanding how the country of origin affect other factors (perceived
quality, brand loyal, brand awareness / brand association ) after that they affect overall
brand equity.
This study researches into the impressions of "nation of source picture" on
purchasers' image value through purchaser based brand value model. Based on the
surveys of 305 respondents in Ho Chi Minh City, this shows an overview of the milk
powdered milk market in Vietnam. The findings of the data will evaluate about effect
of country image on the brand evaluation processes of consumers from various
aspects. This is market research so it has many shortcomings and limitations.