The Influence Of Brand Origin Country And Advertising Method On Consumer Brand Attitude And Purchase Intention

The research on brand country-of-origin has been a long time.Previous studies have shown that the image of the brand country-of-origin can influence consumers'brand attitude and purchase intention,and the difference in advertising appeals also make consumers' brand perception different.In order to explore the impact of brand country-of-origin and advertising appeals on consumer brand attitude and purchase intention.College students were chosen to participate in the between-subject experiment:3(brand country-of-origin:USA,China,India)�2(advertising appeals:rational and emotional).The dependent variables are the degree of consumer brand attitude and purchase intention.Conclusions:(1)Brand country-of-origin has a significant influence on consumer brand attitude and purchase intention.As a whole,consumers have higher brand attitude and willingness to purchase products from countries with higher level of economic development,and the impact of brand country-of-origin is different in different products;(2)The mode of advertising appeals has a significant influence on consumers'brand attitude and purchase intention.In general,the mode of rational appeal will be better than the emotional appeal mode;(3)When the dependent variable is the brand attitude,there is an interaction between brand country-of-origin and advertising appeals.On the whole,when the brand country-of-origin is a country with low level of economic development,rational appeals are superior to emotional appeals.When the brand country-of-origin is a country with high economic development level,the rational appeal strength will weaken,and even on some products,it will be inferior to the emotional appeal;(4)When the dependent variable is the purchase intention,brand country-of-origin and advertising appeals interact significantly on some products.