How brand image, country of origin, and self-congruity influence Internet users’ purchase intention

Chih-Ching Yu1, Pei-Jou Lin1, Chun-Shuo Chen1
1Department of Business Administration, National Taipei University, Taiwan
Cite this article:  Yu, C.-C., Lin, P.-J., & Chen, C.-S. (2013). How brand image, country of origin, and self-congruity influence Internet users’ purchase intention. Social Behavior and Personality: An international journal, 41(4), 599-612.

Volume 41 Issue 4 | e2859 | Published: May 2013 | DOI: https://doi.org/10.2224/sbp.2013.41.4.599

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In this study we explored the influence of country of origin (COO), brand image, and self-congruity on consumers’ purchase intention of luxury brands via the Internet. We found that: (a) consistency in the country of origin (COO), self-congruity, and brand image had a positive impact on purchase intention; (b) inconsistency between the country of brand and the country of manufacture, and consistency in the country image increased the influence of brand image on purchase intention when the brand image was weak; (c) inconsistency in the country image decreased the influence of brand image on purchase intention when the brand image was weak; and (d) consistency in COO influenced purchase intention more strongly than did self-congruity.

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