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

Main Article Content

Chih-Ching Yu
Pei-Jou Lin
Chun-Shuo Chen
Cite this article:  Yu, C., Lin, P., & Chen, C. (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.


Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

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.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.

Article Details