Involvement Perspective On The Influence Of Country-of-origin Image On Customer Brand Attitude

In international trade,China is playing an increasingly important role.On the one hand,in the macroscopic aspect,import and export volume proportion is more and more high in the world;on the other hand,in on microscopic,for ordinary customers,foreign products are becoming more and more common in our daily life.Under the background of the market,the country image of the product has become an important focus of marketing research.With the development of international trade,the country image has more and more to be academic,corporate and government's attention.Especially in our country,as the representative of the emerging economies,country image research with China as the research object,and consumers' evaluation for foreign products,attract many domestic and foreign scholars in the related field.With the development of the multinational company,the traditional sense of the products producing areas are becoming more and more vague,however,country-of-origin effect is still show its unique role in other ways in the marketing field,still need academic to conduct new further studies.Now in the marketing field,the study of the origin remains too isolated,not very well to be integrated into the mainstream of marketing theory.For the study of the origin,must be placed on this system of brand image;at the same time,the study of consumers and products to classify,in view of the different consumer groups,in view of the different product categories,will bring us more new discoveries,and more fit the actual situation of the customers.From the point of research in recent years,product involvement began to be the attention of the scholars engaging in marketing research of origin,as to be important beginning of origin marketing research of the distinction about products and consumers.According to relevant literature review and combing of the origin effect and product involvement,combined with the research problem of the impact of product involvement on the country-of-origin image,put forward to the research topic “involvement perspective on the influence mechanism of country-of-origin image on customer brand attitude”.On the basis of country of origin effect elastic model,build the influence mechanism model of country-of-origin image on customer brand attitude.By the way of domestic and foreign brands contrast,aim at the specific product categories and the specific brand to carry out the variables measurement.In different involvement products,to test the effect of country-of-origin image on product attributes beliefs,the effect of country-of-origin image on brand attitude,and regulating effect of product involvement.Examine the role of the symbolic value and product attribute beliefs in the country-of-origin image effect mechanism.This paper interprets and builds connotation of customer perception of countryof-origin image and its dimensions.By using the theory of customer perceived value,brand virtual value theory,theory of product attributes and ABC attitude model theory,carry out the interpretation and development of the connotation and mechanism of country-of-origin image and the inner mechanism of the formation.Design measurement system for specific brands,which will highlight the differences between the origins.The measurement system can effective contrast brand customers preference difference,and to be able to reflect in the whole process of hypothesis testing.In this paper,through empirical study,reveal the main scope of the concept of country of origin effect;reveal the characteristics and trends of the country-of-origin image effect in different involvement products.This paper combines the product involvement theory and country-of-origin image,further enrich the country-of-origin image empirical perspective.This paper discusses the dimensions and their connotation of customer perception of country-of-origin image,not only enrich the research theory of country-of-origin image,but also provides a new theoretical perspective for the study of country-of-origin effect.This paper expanded the category of the dependent variable for the the theory study of the country-of-origin image,and combines with the specific product and difference of involment,to expand the research space.Regard the specific product and brand as the research object,combining with the characteristics of product involvement,enrich empirical research of country-of-origin image mechanism.Enterprises can use the research achievements of this paper to perfect marketing strategy formulation,especially in the aspects of origin,need more strategies in line with consumer characteristics.At the same time,the government also can draw research train from this paper to build urban and regional brand image.