Brand Evaluation and Purchase Intention the Impact of COO of Luxury Cars on Indian Metro Customers
The IUP Journal of Brand Management, Vol. VI, Nos. 3 & 4, pp. 86-103, September & December 2009
Posted: 6 Jan 2010
Date Written: January 5, 2010
Abstract
Customers give importance to a brand based on the place of its origin. The construct ‘Country of Origin’ (COO) is defined in the marketing literature as the country where a brand or product is made (Tse and Gorn, 1993; and Elliott and Cameron, 1994). The mounting cross-border trade and rapid globalization are drawing the attention of the researchers to explore the role of COO and its impact on various management activities, specifically the cross-national consumer behavior. Inspired by the intellectual conclusions of the researchers, a research was outlined to investigate the impact of COO of luxury cars on Indian metro customers, including customer’s perception of the COO of luxury cars, how the luxury car brands are evaluated based on its COO and so on. The experiment tests the relationship between the brand’s COO and consumers’ purchase decisions.
Suggested Citation: Suggested Citation