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URN etd-0724113-170219 Statistics This thesis had been viewed 1959 times. Download 572 times. Author Liang-yu Chiu Author's Email Address No Public. Department Management Business Administration Year 2012 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 61 Title THE EFFECTS OF BRAND IMAGE、AFFINITY AND ETHNOCENTRISM ON CONSUMER PURCHASE INTENTION- JAPANESE CALPIS AS AN EXAMPLE Keyword consumer ethnocentrism consumer affinity of the country of origin brand image purchase intention purchase intention brand image consumer affinity of the country of origin consumer ethnocentrism Abstract According to the Taiwan Beverage Association Statistics, hundreds of vendors compete in beverage industry in Taiwan. Uni-President Enterprises Corporation, HeySong Corporation, Taishan, Sunkist, etc. are impressive domestic brands and have been deeply rooted in the list of consumer choice. Foreign brands face even more intense competition in Taiwan market. Consumer's feelings of the country of origin may affect their product evaluations and purchase intentions which comes from that country. It is worth to pay attention to this issue for beverage manufacturers and marketers. Past many international marketing researches about consumer psychological or emotion emphasized more negative emotions, and less discussed positive emotions. The evidences prove that the
preferences of domestic and foreign products is not just the economic consideration, such as price or reliability, but also a particular country (positive / negative) feelings inspired (Riefler and Diamantopoulos, 2007; Verlegh, 2007). However, existing researches discuss mostly negative feelings which discourage foreign products consumption (for example, animosity [Klein, Ettenson, and Morris 1998], ethnocentrism [Shimp and Sharma 1987] and nationalism [Kosterman and Feshbach 1989]).On the contrary, positive (i.e.,
favorable) feelings, which might also lead to deliberate purchases of foreign products, have received only limited treatment in the literature (e.g., Brijs et al. 2006; Jaffe and Nebenzahl 2006; Verlegh 2001).Therefore Oberecker and Diamantopoulos (2011) develop and test a consumer affinity scale and examine the effect of it on the product evaluation and purchase intention. Although Oberecker and Diamantopoulos (2011) integrate both the consumers positive emotions (affinity) and negative emotions (Ethnocentrism ) into the research framework and assess the relative influence of consumer affinity versus country image perceptions on buying intentions, the effect of brand image was not considered. Although products come from the same country, consumer's perception of different brand may be different. Previous studies have found that brand image in the minds of consumers will affect consumers' evaluations and purchase decisions (Fournier,1998). However, few research about the country of origin address the brand image. The current research integrating brand image into the model, explores the effects of brand image, consumer affinity and ethnocentrism on product evaluation and purchase intention, to enrich the knowledge body of countries of origin and international marketing.
Advisor Committee Prof. Pi-Chuan Sun - advisor
none - co-chair
Pi-Chu Wu - co-chair
Files Date of Defense 2013-06-21 Date of Submission 2013-07-25