Understanding the relationship between country of origin, brand experience, brand trust and perceived quality to repurchasing intention - Case of smarphone brands in Ho Chi Minh city
Abstract
The purpose of this study aims to investigate the relationship between country-of-origin (COO) image and brand experience that effect to repurchasing intention through brand trust and perceived quality. Brand trust and perceived quality directly effect on repurchasing intention.
In this context, a research design was formed to measure the perceptions towards smartphone products. Consumers have used smartphones that have price greater than 5 million VND. The data was collected from 350 respondents at schools, libraries that located in Ho Chi Minh City and through social media for online survey.
Based on collected data, the study indicates that country of origin and brand experience have positive effect on brand trust and brand trust positively influences on repurchasing intention of smartphone. However, this study shows that perceived quality is not influenced by country of origin and brand experience. It also doesn’t have effect on repurchasing intention. Specially, positive relationship between brand experience and repurchasing is detected that doesn’t mention in conceptual framework.
The findings of the data were evaluated in terms of designing an international or global competitiveness. These findings have several managerial implications for both overseas and local smartphone brand owners.. However, this paper falls in market research, which is unstable and the way to study is practical so that it is impossible to avoid limitations
Key word: Country of origin, brand experience, brand trust, perceived quality, repurchasing intention.