The Effect of the Country-of-manufacture Image and Brand Image on Perceived Quality: The Moderating Role of Product Knowledge and Product Attributes

• Main Authors: Ming-Chan Tsai, 蔡明政
• Other Authors: Ping-Wen Liu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/84521386473652850920

碩士 === 逢甲大學 === 企業管理所 === 94 === Owing to globalization international enterprise have keen competition in production process of product and marketing actions. Consumers have more choice when they fact all kinds of domestic and abroad products. In Consumer Behavior Theory, product cues are important factors for consumer’s evaluation. Product cues are separated into intrinsic cues and extrinsic cues, consumer usually use extrinsic cues to evaluates quality of product. In global market, international enterprise does not only pursue low cost but brand image is depended on competitive advantage of enterprise. Thus it is important for international enterprise understanding what consumer’s evaluation about their product under influence on image of country and brand image. This study is discussed how country-of-manufacture image and brand image affect on perceived quality. Then country-of-manufacture image and brand image are interfered by product knowledge and product attributes. Our research scope is the consumer who is around department stores and we use questionnaire to collect data. This result is showed follow as: 1.There is a difference in perceived quality between high country-of-manufacture image and low country-of-manufacture image. 2.There is a difference in perceived quality between high brand image and low brand image. 3.There is product knowledge interference in perceived quality of interaction of high country-of-manufacture image and low brand image. 4.There is product knowledge interference in perceived quality of interaction of low country-of-manufacture image and high brand image. 5.There is no product attributes interference in perceived quality of interaction of country-of-manufacture image and brand image.