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http://dx.doi.org/10.5762/KAIS.2011.12.8.3439

The Influence of Country and Brand Image on Purchasing Behavior of Consumers -in special reference to Chinese mobile phone market-  

Ha, Dae-Yong (Division of Business Administration, Cheongju University)
Chen, Hui Bin (Division of Business Administration, Cheongju University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.8, 2011 , pp. 3439-3445 More about this Journal
Abstract
The Purpose of this study was to analyze the influence of the country image and brand image of product on Chinese consumers' brand attitude and the purchasing behavior. The results of this research are wrapped up as follows : First, the original country image of product is positive related to the product brand image itself. Second, both the country image and brand image of product have positive influences on consumers' brand attitude. Third, Chinese consumers' brand attitude has positive influences on purchasing behavior. Forth, both the country image and brand image of product have positive influences on consumers' purchasing behavior.
Keywords
Country Image; Brand Image; Brand Attitude;
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