Impact of Country of Origin on customer satisfaction: An analysis of online reviews for cosmetics brands in Vietnam.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63525397" target="_blank" >RIV/70883521:28120/20:63525397 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Impact of Country of Origin on customer satisfaction: An analysis of online reviews for cosmetics brands in Vietnam.
Original language description
This study investigates the impact of “country of origin image” on customer satisfaction based on cosmetics brand in Vietnam. The objectives of this paper are: (1) examining of current customer based brand equity on cosmetic brands through Country of origin effect; (2) understanding the role of Country of Origin image through three dimensions: brand awareness/brand association, brand loyalty and perceived quality; (3) providing applicable recommendations for domestic brands in improving competitive advantages against foreign brands regarding to country of origin effect. In this context, a research design was formed to measure the perceptions towards cosmetic products in Vietnam. The data was collected from 350 female respondents at several malls located in Vietnam through mall intercept survey by using structured questionnaires. The results proposed a model where extrinsic cue, Country of origin (COO), was shown direct positive and significant influence on consumers' satisfaction (CS) through some intrinsic values like Perceived quality (PQ) and Brand loyalty (LO). Besides that, it was hypothesized that brand awareness/brand association had an insignificant influence on customer’s online purchase intention through COO effects.
Czech name
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Czech description
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Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Presented and published at The International Conference on Business Management and Social Innovation
ISBN
978-93-89732-92-4
ISSN
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e-ISSN
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Number of pages
4
Pages from-to
1-4
Publisher name
The International Conference on Business Management and Social Innovation (ICBMSI)
Place of publication
Bangkok
Event location
Bankok
Event date
Jul 2, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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