The Effect of Country of Origin and Brand Awareness on Consumer''s Perceived Quality – A Case of Lativ

• Main Authors: Ching-Yao Lin, 林敬堯
• Other Authors: Iuan-yuan Lu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/93956262778565369236

碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === 　　Famous for its products all made in Taiwan and relatively cheap prices, Lativ is one of the popular clothes brands in Taiwan. By a great deal of key word advertising, Lativ gets its popularity and makes its sales rise tremendously. However, taking into consideration of ascending product costs and limited production in Taiwan, Lativ decided to change the location of production lines from Taiwan to China and Vietnam in the beginning of 2012. The issue of production difficulties in Taiwan comes again. In this cosmopolitan trend of division of labour, it''s a tough problem that clothes companies in Taiwan could boost the taste of customers in Taiwan by the feature of products made in Taiwan. This research into the change of the customers'' tastes with varied brands and different places of production is to find the new way for clothes companies in Taiwan to manage. Country image and other variables are discussed and select to form research model. The goal of this research is to find the relationship between country image and consumers'' perceived quality. Another goal is to find the moderator effect between country image and consumers'' perceived quality. Sample of 328 collected through questionnaire survey from field and online, and hypotheses were tested by regression analysis. 　　The result showed that there is a significant relationship between the country image and consumers'' perceived quality, and the brand awareness is a moderator between the country image and consumers'' perceived quality. The result also indicated that the higher country''s design image, prestige, and workmanship image leaded to higher consumer''s perceived quality. But country''s innovation image did nothing to consumer''s perceived quality. Furthermore, brand awareness is a moderator only between the country''s design image and consumers'' perceived quality. Based on the result, suggestions are as followed: clothing store can claim "brand in Taiwan" instead of "made in Taiwan." They can cooperate with the competitor or form horizontal alliances to increase Taiwan''s design image which increase consumer''s perceived quality.