engleski

Brand Preference: Effects of Country of Origin and Brand's Personality Traits

This paper's goal is to examine how and why country of origin influences brand preference. The paper introduces mediating variable that measures extent to which brand personality traits are similar to personality traits appreciated in a given country. It is proposed that more similarity will cause higher brand preference. It is also hypothesized that both domestic and foreign brands could have personality traits more similar to country's appreciated personality traits ; therefore, without introducing mediating variable, it is difficult to predict direction of country of origin effect. This study proved explained mediating effect.

country of origin; brad preference; brand personality; personality traits

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