The Influences of COO and Product Features on Brand Belief Depend on Its Country Image: Korean vs. Mongolian

Authors

  • Gantuya Narantuya
  • Gwi-Gon Kim
  • Enkhjargal Dalaibaatar
  • Oyunchimeg Luvsandavaajav

Abstract

Background/Objectives: The purpose of this study is to examine the effects of COO and product features on brand belief depend on its country image between Korean and Mongolian consumers. For this study, we tested as follows: 1) Each country has a specific image and it appears same in Korea and Mongolia. 2)  The influence of COO/product features on brand belief will be moderated by country image and it appears differently in Korea and Mongolia.

Methods/Statistical analysis: The country image was tested by two countries, Germanyand France. The utilitarian product is a car (Volkswagen) and the hedonic product is a perfume (Chanel No5) presented Germany and France.So, this study was designed as an experimental design between respondents of 2 (product features: utilitarian vs. hedonic) × 2 (COO: made vs. designed) × 2 (country image: product-related vs. people-related). Questionnaire surveys were conducted in the students who studied at the Korean and Mongolian universities. In order to test the hypothesis, an independent sample t-test, the paired samples t-test, and the regression analysis were performed. Two ways ANOVA was conducted to verify the moderating effect of the country image.

Findings: The results of this study are as follows. First, each country has a specific image (Germany-product related, France-people related) and it appears same in Korea and Mongolia. Second, the influence of COO on brand belief will be moderated by country image and it appears differently in Korea and Mongolia. In Korea, when the people-related country image is greater than the product-related country image, the influence of 'Designed in' on brand belief is greater than 'Made in'. In Mongolia, when the product-related country image is greater than the people-related country image, the influence of 'Made in' on brand belief is greater than 'Designed in'. Third, the influence of product features on brand belief will be moderated by country image and it appears same in Korea and Mongolia.

Improvements/Applications: The companies and business have more opportunities to distribute their brands to global consumers. Thus, country image is a significant variable to consider when studying consumer evaluation of foreign products. Lastly, In the present era of high technology and rapidly growing market, consumers focusing on the brand rather than the origin.

 Keywords: Country image, Country of origin, Product features,Brand belief, Korean and Mongolian consumers.

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Published

2019-11-22

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Articles