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http://dx.doi.org/10.13106/jafeb.2022.vol9.no4.0121

The Impact of Country of Origin on Consumption Intention: A Case Study of COVID-19 Vaccines in Vietnam  

VO, Minh Sang (Faculty of Business Administration, FPT University, Can Tho Campus)
TRAN, Ngoc Phu (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Thi Kieu Thu (Faculty of Business Administration, FPT Can Tho University)
HUYNH, Thi Cam Tien (Faculty of Business Administration, FPT Can Tho University)
NGUYEN, Thi Kim Loi (Faculty of Business Administration, FPT Can Tho University)
THACH, Le Phuong Nghi (Faculty of Business Administration, FPT Can Tho University)
THAI, Gia Nhu (Faculty of Business Administration, FPT Can Tho University)
TRAN, Thi Thanh Sang (Faculty of Business Administration, FPT Can Tho University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.4, 2022 , pp. 121-129 More about this Journal
Abstract
This study intends to analyze the impact of the country of origin on the intention to ingest COVID-19 vaccinations by measuring Vietnamese people's perceptions of India in the manufacture of COVID-19 vaccines. The research is done using a quantitative method, and primary data was obtained using a conventional manner based on the willingness of the research respondents, who are Vietnamese persons aged 18 and up, to contribute information. The findings revealed that perceived brand association and perceived brand quality directly positively impact the COVID-19 vaccine's consumption intention and willingness. Meanwhile, while the perceived country image component has no direct effect on consumption intention, it does have a positive indirect effect on consumption intention through perceived brand linkage and perceived brand quality. The findings also emphasize the importance and significance of a country's image in brand association and quality perception. The study's findings imply that to increase consumers' willingness to buy India's COVID-19 vaccination, the country should develop communication initiatives to improve consumer perceptions of the country's image, the perceived value of the brand association, and brand quality.
Keywords
Country of Origin; Consumption Intention; COVID-19 Vaccine; Country Image;
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