Paper Title :Does Country of Origin Cues Impact on Brand Association?

Author :Erna Listiana, Barkah

Article Citation :Erna Listiana ,Barkah , (2020 ) " Does Country of Origin Cues Impact on Brand Association? " , International Journal of Management and Applied Science (IJMAS) , pp. 36-41, Volume-6,Issue-1

Abstract : This research aims to analize the impact of country of origin cues towards the brand association. The role of the country of origin in this study was observed in two separate variables namely country of brand and country of manufacture. Sample of this research is the customer of electronic product branding in Kalimantan Barat, Indonesia, who buys the electronic product, which is television from Korea and Japan. The sampling technique is by using the non probability sampling of convinience sampling. The data analisys technique is by using the multiple liniar regression analisys with the help of SPSS version 22. The result of this research is showing that country of brand significantly affect brand association, but country of manufacture is not significantly affect brand association. Keywords - Country of Brand, Country of Manufacture, Brand Association

Type : Research paper

Published : Volume-6,Issue-1

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