Influence of country & brand image on consumer loyalty under explicit brand origin & manufacture identification

Abstract

This study provides the empirical assessment of the effects of perceived CI and BI on consumer brand attitude formation under explicit brand origin and manufacture origin identification. This study unveils independent influences of the perceived CI and BI on consumer brand relationship, eliminating the potential bias of misclassification or non-classification. The findings may provide appropriate guidelines for the development of country and brand communication strategies. Brand trust (BT) is found to have greater impact on building brand loyalty (BL) as compared to customer satisfaction (CS) for both product categories (i.e. food and drug), while CS affect BT. For food product, the perceived CI plays a meaningful role in forming BT, while the perceived BI had an insignificant role. For drug product, on the other hand, CI did not play an important role in forming BT.