| dc.description.abstract | In recent years, Country of origin has become as a key topic in marketing filed which has
attracted much attention by marketing researchers. In fact, Country of origin has
significant effect in consumer’s perception toward particular products within product cue
(Bilkey and Nes, 1982) and further affecting to consumer’s purchase intention (Roth and
Romeo, 1992). Hence, Country of origin is considered as an extrinsic product cue
(Norjaya, 2007). Besides, Brand personality is another important promotional variable
which contributes to develop a good brand image to appeal target consumer (Gwinner
and Eaton, 1999) and increase brand equity (Aaker, 1991).
The purpose of this study aims to investigate the effect of Country of origin and Brand
personality on consumer’s purchase intention toward smart-phone product. In this
context, Samsung (Korean) and Oppo (china) are two pair of country and brands that
were used to test hypotheses on a sample size of 330 respondents in Ho Chi Minh City.
Although there are some limitations, the finding of data show that the Country of origin
and Brand personality have slightly positive effect on consumer’s purchase intention
which provide several managerial implications for overseas producers to facilitate them
improve their performance.
Key words: Country of origin, Brand personality, Purchase intention, Smart-phone
market. | en_US |
