| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 96 === As an increasingly competitive market situation, new products enter the market that have to face even greater risks, and can cater to the purchase mentality of consumers that will determine new products to take advantage of the key elements in the Red Sea. In an era of globalization, brand and products country-of-origin are used to determine consumers’ purchasing decisions, so consumers’ purchasing attitude, elements of brand and product country-of-origin are bound to have close relationship each other. The results of study show that brand loyalty, brand image through the interaction of product country-of-origin image, the purchase attitude towards the brand extension have positive and significant impact, and the perceived quality through the interaction of product country-of-origin image, the purchase attitude towards the brand extension has negative and significant impact.
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