How Country of Origin Influences Overall Brand Equity

Abstract

The Present study is an attempt to explore how brand equity of branded cars is influenced by ``the country-of-origin image{''}. In this regard, the perception of Iranian consumers of Hyundai, country-of-origin of which is Korea, was measured. A conceptual framework was applied to investigate the influence of country-of-origin image upon dimensions of brand equity. One should note that brand equity includes brand loyalty, brand awareness/brand associations, perceived quality, and brand strength. Accordingly, 362 Iranians were sampled out of a selected university and they were interviewed face-to-face applying a structured questionnaire. It was revealed that evaluation of country image affects brand evaluation. Marketing measures should be taken to improve brand strength, perceived quality, awareness/association, and loyalty level. Country of origin is a multidimensional concept which must be taken into consideration for enhancing brand equity.