The structural model of relations between country of origin and the perceived brand name value
Year: 2011
Type: article
Study design: Observational Study
Abstract: The article investigates the importance of values of the perceived brand name from the external point of view perceived by the sample of consumers. Based on the stratified survey and the quantitative research the relationship between country of origin (COO), marketing mix elements and the perceived brand name value was noted. The emphasis is placed on establishing an impact of COO on the perceived brand name value and its impact on the latter compared to the selected marketing mix elements. The article presents the structural model of a conceptual relationship between the COO and the perceived brand name value. A measuring instrument and procedures used to check reliability and validity of the structural model of the product's perceived brand name value were developed. The conceptual model and the relationships within the model were evaluated by a modelling that used linear structural equations on the selected sample of respondents, which enabled verification of the conceptual model by empirical data.
Source: World s Poultry Science Journal
Author: R. Strašek
Institution: University of Primorska
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2167419735