The Effect of Country‐of‐Origin Image on Purchase Intention. The Mediating Role of Perceived Quality and Perceived Price



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Submitted Oct 24, 2020
Published Nov 2, 2020
10.24018/ejbmr.2020.5.6.589

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This study aims to evaluate the impact of Country-of-origin image on purchase intention through two mediating variables (perceived quality and perceived price).

After a short literature review, an empirical study was conducted among 120 participants. Results indicate that the country-of-origin Image has a positive impact on perceived quality and perceived price. They also highlight the mediating role of perceived price in the relationship between Country‐of‐origin image and purchase intention.

Keywords: Country‐of‐origin image - perceived quality-perceived price- purchase intention

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