Empirical Research on Country-of-Origin Effect on Clothing Brand
|School||Beijing Institute of Clothing Technology|
|Course||Fashion Design and Engineering|
|Keywords||Clothing Brand the country of origin Country of Origin Effect Products beliefs Brand attitude Purchase intent|
On in finishing the basis of existing country of origin effect theory literature , combined with the characteristics of the apparel industry , to build a country of origin and consumer products conviction , the model of the relationship between brand attitude and underlying assumptions . In this study, the survey method , test consumer the United States, France , Britain , Japan , Korea , the moderate attitude of the six countries of the clothing brand status quo by SPSS software for data analysis and study of the image of the country of origin of the product to consumers beliefs , brand attitude and purchase intention and consumer products knowledge and demographic variables as the regulatory role of the intermediate variables of the process . Verify some of the assumptions of the study , the main conclusions drawn are as follows: 1 , the country of origin of the clothing brand effect does exist , a positive correlation between the country of origin of the clothing brand image and consumer product beliefs and brand attitudes ; 2 , the four dimensions of the image of the country of origin , that is, the degree of national identity , the stereotype of the brand , the level of development of the country and fashion guiding force of the consumer product beliefs impact , but the impact of different levels ; 3 , the four dimensions of the image of the country of origin stereotype of the \a positive correlation between beliefs and consumers on a clothing brand of country of origin brand attitude , purchase intention , also showed a positive correlation between brand attitude and purchase intent ; 5 , knowledge of consumer products ( brands) as intermediate variables affect clothing the brand 's country of origin effect ; 6 , the effect of subjects of gender and level of education of the country of origin of the clothing brand impact , while the subject's age does not affect the country of origin of the clothing brand effect .