Title: The influence of country-of-origin cue on Malaysians' product attitude and purchase intention of a low involvement product
Abstract: considerable number of empirical studies on country-of-origin had indicated its influence
on consumer product evaluation as well as purchase intention. This is especially evident in
circumstances where other product information is not easily available. Previous research also
suggests that the outcomes of country-of-origin effect differ by product type investigated in
addition to countries selected for examination. Nevertheless, the majority of such research had
concentrated on perceptions of consumers in developed countries purchasing high
involvement products like cars and consumer electronic3 Hence, it is anticipated that by
conducting a study on the influence of country-of-origin cue on consumer product evaluation
and purchase intention of a low involvement product in a developing country, it will help
enrich the current available literature.
Publication Year: 2011
Publication Date: 2011-01-01
Language: en
Type: dissertation
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