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Impact of country-of-origin image of Guizhou province on brand trust of green agricultural products

Ecological Economy 2019年第1期12卷 19-28页

作者： LIU Liang-can LIU Shi-zeng Guizhou University of Finance and economics

Brand building of agricultural products is the key for agricultural enterprises to gain competitive advantage and occupy the market. Guizhou province is rich in green agricultural products resources and has superior natural resources, but it is at a disadvantage in the market competition. The constraint factor is that the brand is not enough to obtain consumer trust. In order to provide countermeasures and suggestions for Guizhou provincial government and agricultural enterprises to shape green agricultural products brand, this paper explores the influence path of country-of-origin image of Guizhou province on brand trust of green agricultural products. Therefore, based on the theory of country-of-origin effects this study conducts an empirical research. Taking the country-of-origin image, including natural conditions,technological conditions, brand supervision norms, technology input, government marketing promotion and government policies as antecedent variables, and green agricultural brand trust, including brand competence trust and brand quality trust as dependent variables, the structural equation model was constructed. Through data collection and empirical analysis by using structural equation model, this study found that natural conditions have a positive impact on brand competence trust, and technical conditions have a positive impact on brand quality trust. The brand supervision norms, technology input, government marketing promotion and government policy will all promote consumers to have a positive impact on brand trust in green agricultural products.

关键词： country-of-origin image brand trust green agricultural products Guizhou province

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The Effect of the country-of-origin image, Product Knowledge and Product Involvement on Consumer Purchase Decisions

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Chinese Business Review 2011年第8期10卷 601-615页

作者： Khosrozadeh Shirin Heidarzadeh Hanzaee Kambiz Science and Research Branch Islamic Azad University Tehran Iran

This paper discusses the influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions. Data were collected by a questionnaire from college students. Multiple regression analysis of data from 379 respondents was used to test three hypotheses. The results show that the country-of-origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision. Further research should examine the different dimensions of involvement and product knowledge on consumer purchase decisions

关键词： country-of-origin image product knowledge product involvement

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