The Mediating Effect Of Brand Equity Dimensions In The Impact Of country-Of-Origin On Purchase Intention

Abstract

The main goal of this study is to investigate the impact of country of origin on brand equity and Purchase Intention among Automobiles. When competing in the market, marketing managers should be aware that the country of origin influences the consumer's perception of Brand Equity and Purchase Intentions. Examining how the country of origin influences the various dimensions of brand equity and about the purchase intention, improves the fundamental nature of a brand. The aim of the research is to gain a deeper understanding of the relationship between country of origin and brand perception and equity in the product categories of automobiles. A conceptual model was created wherein the relationships between the constructs brand’s country of origin, brand equity dimensions and Purchase Intention were hypothesized. All hypotheses were tested using linear regression after the collection of data from respondents. Brand’s country of origin has a direct and significant impact on the Brand Equity dimensions mainly perceived quality, brand loyalty, brand association, and brand awareness, according to the findings. The mediating influence of brand equity dimensions on the relationship between country of origin and purchase intention was also found out. The study suggests that while developing their branding strategies, marketers and producers should carefully consider the impact of brand country of origin on brand equity dimensions.