Browse > Article
http://dx.doi.org/10.13106/jafeb.2022.vol9.no4.0357

The Effect of the Country of Origin on Brand Trust: A Case Study for COVID-19 Vaccines in Vietnam  

VO, Minh Sang (Faculty of Business Administration, FPT University, Can Tho Campus)
NGUYEN, Trung Hau (Faculty of Business Administration, FPT Can Tho University)
THACH, Thao Vy (Faculty of Business Administration, FPT Can Tho University)
TRAN, Doan Vy (Faculty of Business Administration, FPT Can Tho University)
HOANG, Nguyen Huong Giang (Faculty of Business Administration, FPT Can Tho University)
PHAM, Ngoc Phuong Trang (Faculty of Business Administration, FPT Can Tho University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.4, 2022 , pp. 357-366 More about this Journal
Abstract
Many factors influence brand trust, including manufacturer prestige, product value and quality, country of origin, media marketing, experience, and brand relationship. The purpose of this study is to assess the impact of the nation of origin on brand trust, using Vietnam as a case study for India's COVID-19 vaccine. A total of 407 Vietnamese people aged 18 and up participated in the survey. The findings of the study show that the nation of origin has a significant impact on brand trust. Specifically, the perceived country image has a negative effect on brand trust, the other two components of the country of origin are perceived value and perceived quality of product have a positive impact on brand trust in India's COVID-19 vaccine. Research results show that if the perceived country image of the country of production is perceived negatively, then there will be a negative impact on brand trust. According to research findings, people in Vietnam who are 30 years old or older, have steady occupations, know about India, have used Indian products in the past, and have strong brand trust in India's COVID-19 vaccinations. India needs to boost its country's image and develop communication to increase brand trust in Vietnam.
Keywords
Country of Origin; Country Image; Perceived Quality; Brand Trust; COVID-19 Vaccine;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 COVID-19 Vaccine Development and Approvals Tracker. (2022). COVID19 vaccine tracker. https://COVID19.trackvaccines.org/country/viet-nam/.
2 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0   DOI
3 The Times of India/ (2021). India to initially introduce ZyCoV-D vaccine in seven states. https://timesofindia.indiatimes.com/india/india-to-initially-introduce-zycov-d-vaccine-in-seven-states/articleshow/88049683.cms
4 Vida, I., & Reardon, J. (2008). Domestic consumption: Rational, affective, or normative choice? Journal of Consumer Marketing, 25(1), 34-44. https://doi.org/10.1108/07363760810845390   DOI
5 Yasin, M. N., Nasser Noor, M., & Mohamad, O. (2007). Does the image of the country of origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38-48. https://doi.org/10.1108/10610420710731142   DOI
6 Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
7 Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304   DOI
8 Aurier, P., & Sere de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty. European Journal of Marketing, 46(11/12), 1602-1627. https://doi.org/10.1108/03090561211260004   DOI
9 Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66. https://doi.org/10.1177/002224299405800304   DOI
10 Agrawal, J., & Kamakura, W. A. (1999). Country of origin: A competitive advantage? International Journal of Research in Marketing, 16(4), 255-267. https://doi.org/10.1016/S0167-8116(99)00017-8   DOI
11 Aydin, K., Say, A. T., Ustaahmetoglu, E., & Yamamoto, G. T. (2007). Attitudes of students towards the country of origin and auto brand image. Serbian Journal of Management, 2(2), 205-216.
12 Bilkey, W. J., & Nes, E. (1982). Country-of-origin effects on product evaluations. Journal of International Business Studies, 13(1), 89-100. https://doi.org/10.1057/palgrave.jibs.8490539   DOI
13 Chatterjee, S., & Chaudhuri, A. (2005). Are trusted brands important? Marketing Management Journal, 15(1), 1-16.
14 Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255   DOI
15 Chinen, K., & Sun, Y. (2011). Effects of country-of-origin on buying behavior: A study of the attitudes of United States consumers to Chinese-brand automobiles. International Journal of Management, 28(2), 553-563.
16 Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and Validation of a Brand trust Scale. International Journal of Market Research, 45(1), 35-53. https://doi.org/10.1177/147078530304500103   DOI
17 Mathieu, E. (2022). COVID-19 data explorer. Our World in Data. https://ourworldindata.org/explorers/coronavirus-data-explorer
18 Baker, D. A., & Fesenmaier, D. R. (1997). Effects of service climate on managers' and employees' rating of visitors' service quality expectations. Journal of Travel Research, 36(1), 15-22. https://doi.org/10.1177/004728759703600103   DOI
19 Cengiz, E., & Kirkbir, F. (2007). Turkish consumers' evaluation of products made in foreign countries: The country of origin effect. Innovative Marketing, 3(2), 73-87.
20 Chen, Y. (2017). The relationships between brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 31(7), 973-985. https://doi.org/10.1108/IJEM-10-2016-0212   DOI
21 Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403   DOI
22 Phan, K. N., & Ghantous, N. (2013). Managing brand associations to drive customers' trust and loyalty in Vietnamese banking. International Journal of Bank Marketing, 31(6), 456-480. https://doi.org/10.1108/IJBM-04-2013-0038   DOI
23 Jenes, B. (2008). Reconsidering the measurement of a country image-Theory and practice. In Proceedings of the Papers of Business Sciences: Symposium for Young Researchers (FIKUSZ) (pp. 65-80). Obuda University, Keleti Faculty of Business and Management.
24 Elliott, G. R., & Cameron, R. C. (1994). Consumer perception of product quality and the country-of-origin effect 1. Journal of International Marketing, 2(2), 49-62. https://doi.org/10.1177/1069031X9400200204   DOI
25 Esch, F., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product and Brand Management, 15(2), 98-105. https://doi.org/10.1108/10610420610658938   DOI
26 Essoussi, L. H., & Merunka, D. (2007). Consumers' product evaluations in emerging markets. International Marketing Review, 24(4), 409-426. https://doi.org/10.1108/02651330710760991   DOI
27 Haubl, G. (1996). A cross-national investigation of the effects of country of origin and brand name on the evaluation of a new car. International Marketing Review, 13(5), 76-97. https://doi.org/10.1108/02651339610131405   DOI
28 Huber, J., & McCann, J. (1982). The impact of inferential beliefs on product evaluations. Journal of Marketing Research, 19(3), 324-333. https://doi.org/10.1177/002224378201900305   DOI
29 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101   DOI
30 Kholis, N., & Ratnawati, A. (2021). The effects of customer engagement and brand trust on brand loyalty: A case study of BPJS healthcare participants in Indonesia. Journal of Asian Finance, Economics, and Business, 8(11), 317-324. https://doi.org/10.13106/JAFEB.2021.VOL8.NO11.0317   DOI
31 Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed). Hoboken, NJ: Prentice-Hall.
32 Potluri, R. M., & Johnson, S. (2020). Exploratory research on country-of-origin and its impact on the UAE consumers buying decisions. Journal of Asian Finance, Economics, and Business, 7(9), 455-466. https://doi.org/10.13106/jafeb.2020.vol7.no9.455   DOI
33 Ukal, F., & Mullatahiri, K. (2019). The relationships among service quality and e-marketing with trust and loyalty to brands of mobile telephone operators in Kosovo. Journal of Distribution Science, 17(10), 27-39. https://doi.org/10.15722/jds.17.10.201910.27   DOI
34 Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370. https://doi.org/10.1023/A:1009886520142   DOI
35 Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302   DOI
36 Paswan, A. K., & Sharma, D. (2004). Brand-country of origin (COO) knowledge and COO image: Investigation in an emerging franchise market. Journal of Product and Brand Management, 13(3), 144-155. https://doi.org/10.1108/10610420410538041   DOI
37 Budi, S. C., Hidayat, Z., & Mani, L. (2021). The effects of experience and brand relationship to brand satisfaction, trust, and loyalty shopping distribution of consumer Philips lighting product in Indonesia. Journal of Distribution Science, 19(1), 115-124. https://doi.org/10.15722/JDS.19.1.202101.115   DOI
38 Heslop, L. A., Papadopoulos, N., & Bourk, M. (1998). An interregional and intercultural perspective on subcultural differences in product evaluations. Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l'Administration, 15(2), 113-127. https://doi.org/10.1111/j.1936-4490.1998.tb00156.x   DOI
39 Reuters. (2021). India's daily COVID-19 cases pass 400,000 for the first time as the second wave worsens. https://www.reuters.com/world/asia-pacific/india-posts-record-daily-rise-COVID-19-cases-401993-2021-05-01/. Reuters
40 Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed). NJ: Pearson - Prentice Hall.
41 Michaelis, M., Woisetschlager, D. M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust: An experimental evaluation of the perception of Polish consumers. International Marketing Review, 25(4), 404-422. https://doi.org/10.1108/02651330810887468   DOI
42 Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.1177/002224299305700106   DOI
43 Patterson, P., & Tai, S. K. (1991). Consumer perceptions of the country of origin in the Australian apparel industry. Marketing Bulletin, 2, 31-40. http://marketing-bulletin.massey.ac.nz/V2/MB_V2_A4_Patterson.pdf
44 Puspaningrum, A. (2020). Social Media Marketing and brand loyalty: The role of brand trust. Journal of Asian Finance, Economics, and Business, 7(12), 951-958. https://doi.org/10.13106/jafeb.2020.vol7.no12.951   DOI
45 Roberts, P. W., & Dowling, G. R. (2002). Corporate reputation and sustained superior financial performance. Strategic Management Journal, 23(12), 1077-1093. https://doi.org/10.1002/smj.274   DOI
46 Rosenbloom, A., & Haefner, J. E. (2009). Country-of-origin effects and global brand trust: A first look. Journal of Global Marketing, 22(4), 267-278. https://doi.org/10.1080/08911760903022432   DOI
47 Shocker, A. D., Srivastava, R. K., & Ruekert, R. W. (1994). Challenges and opportunities facing brand management: An introduction to the special issue. Journal of Marketing Research, 31(2), 149-158. https://doi.org/10.1177/002224379403100201   DOI
48 Kim, Y. K. (2015). Relationships between the effect factors of private brand images and customer trust and loyalty. Journal of Distribution Science, 13(7), 73-83. https://doi.org/10.15722/jds.13.7.201507.73   DOI
49 Schechter, L. (1984). A normative conception of value. Progressive Grocer. Executive Report, pp. 12-14.
50 Shimp, T. A., Dunn, T. H., & Klein, J. G. (2004). Remnants of the U. S. Civil War and modern consumer behavior. Psychology and Marketing, 21(2), 75-91. https://doi.org/10.1002/mar.10116   DOI
51 Singh, H. (2015). Brand trust and country of origin: Pointers for research in an emerging market. Springer Proceedings in Business and Economics, 157-166. https://doi.org/10.1007/978-81-322-1979-8_12   DOI
52 Roth, M. S., & Romeo, J. B. (1992). Matching product category and country image perceptions: A framework for managing country-of-origin effects. Journal of International Business Studies, 23(3), 477-497. https://doi.org/10.1057/palgrave.jibs.8490276   DOI
53 Supphellen, M. (2000). Understanding core brand equity: Guidelines for in-depth elicitation of brand associations. International Journal of Market Research, 42(3), 1-14. https://doi.org/10.1177/147078530004200305   DOI
54 Watson, J. J., & Wright, K. (2000). Consumer ethnocentrism and attitudes toward domestic and foreign products. European Journal of Marketing, 34(9/10), 1149-1166. https://doi.org/10.1108/03090560010342520   DOI
55 World Health Organization (WHO). (2021). Vaccine efficacy, effectiveness, and protection. https://www.who.int/news-room/feature-stories/detail/vaccine-efficacy-affectiveness-and-protection
56 Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211. https://doi.org/10.1177/0092070300282002   DOI