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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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&apos; 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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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&apos; 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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2020

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

4

Strana od-do

1-4

Název nakladatele

The International Conference on Business Management and Social Innovation (ICBMSI)

Místo vydání

Bangkok

Místo konání akce

Bankok

Datum konání akce

2. 7. 2020

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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