Research on the Influence of the Brand Origin Image on Consumer Purchase Intention - An Empirical Study Based on the Laptop Student Market

Abstract

Abstract. In today's society, with the great enrichment of material life, the vast majority of products are oversupplied, and the differences between products are becoming smaller and smaller with the progress of production technology. Under such circumstances, if the enterprise wants to survive, it is far from enough to rely solely on the competition of the product itself. Competition between enterprises has evolved into competition among brands in the modern society. The country-of-origin image is an important part of the brand. It is the perception and attitude of consumers for a certain brand, which directly affects the purchase behavior of consumers. Therefore, in recent years, the place of origin image is becoming a hot issue in the brand. Both the practical and theoretical circles have made a lot of discussions on the composition and influencing factors of brand image. Among the factors influencing brand image, a new concept in marketing-country of origin image is attracting widespread attention.

The Impact of Influencer Credibility, Brand Originality Image, and Price Consciousness on Consumer Trust in Local Beauty Products

“…Although studies of consumers in different countries and regions have different rates of change, the effect of home country image does exist among consumers. The image of the origin of the brand will affect consumer perception, in the same situation consumers will value an item in different ways on goods from different places of origin (Gao, 2017).…”

“…Studies on the image of the country of origin and its influence on brand trust are still limited. Previous research on brand originality image has investigated the influence of brand originality image on consumer purchase intent (Gao, 2017). To be more specific, not much is known about how brand originality image affects brand trust in developing countries.…”

Influence of light and color of advertising photography on consumers’ purchase intention

“…Brand image is a long-term accumulation process, and with the improvement of consumption concepts, consumers pay more attention to the products' image (Zhang, 2019). At the same time, brand image is also consumers' perception and attitude toward a particular brand, which directly affects the purchasing behavior of consumers (Gao, 2017). Therefore, brand image has a positive impact on brand attitude, brand attitude has a positive effect on brand preference, and brand preference has a positive impact on purchase intention (Wu & Jang, 2014).…”