Research on the Influence of the Brand Origin Image on Consumer Purchase Intention - An Empirical Study Based on the Laptop Student Market
- 10.2991/meici-17.2017.140How to use a DOI?
- Country of origin; Country of origin effect; Purchase intention
In today's society, with the great enrichment of material life, the vast majority of products are oversupplied, and the differences between products are becoming smaller and smaller with the progress of production technology. Under such circumstances, if the enterprise wants to survive, it is far from enough to rely solely on the competition of the product itself. Competition between enterprises has evolved into competition among brands in the modern society. The country-of-origin image is an important part of the brand. It is the perception and attitude of consumers for a certain brand, which directly affects the purchase behavior of consumers. Therefore, in recent years, the place of origin image is becoming a hot issue in the brand. Both the practical and theoretical circles have made a lot of discussions on the composition and influencing factors of brand image. Among the factors influencing brand image, a new concept in marketingâ€"country of origin image is attracting widespread attention.
- © 2017, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ze Gao PY - 2017/10 DA - 2017/10 TI - Research on the Influence of the Brand Origin Image on Consumer Purchase Intention - An Empirical Study Based on the Laptop Student Market BT - Proceedings of the 7th International Conference on Management, Education, Information and Control (MEICI 2017) PB - Atlantis Press SP - 704 EP - 708 SN - 1951-6851 UR - https://doi.org/10.2991/meici-17.2017.140 DO - 10.2991/meici-17.2017.140 ID - Gao2017/10 ER -