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The structural model of relations between country of origin and the perceived brand name value

Published online by Cambridge University Press:  01 March 2011

R. STRAŠEK
R. STRAŠEK*
Affiliation:
University of Primorska, Faculty of management Koper, Cankarjeva 5, 6104 Koper, Slovenija
*
Corresponding author: rok.strasek@fm-kp.si, rok.strasek@uni-mb.si
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Abstract

The article investigates the importance of values of the perceived brand name from the external point of view perceived by the sample of consumers. Based on the stratified survey and the quantitative research the relationship between country of origin (COO), marketing mix elements and the perceived brand name value was noted. The emphasis is placed on establishing an impact of COO on the perceived brand name value and its impact on the latter compared to the selected marketing mix elements. The article presents the structural model of a conceptual relationship between the COO and the perceived brand name value. A measuring instrument and procedures used to check reliability and validity of the structural model of the product's perceived brand name value were developed. The conceptual model and the relationships within the model were evaluated by a modelling that used linear structural equations on the selected sample of respondents, which enabled verification of the conceptual model by empirical data.

Keywords

country of originbrandperceived brand name valuemodelling
Type
Review Article
Information
World's Poultry Science Journal , Volume 67 , Issue 1 , March 2011 , pp. 59 - 72
Copyright
Copyright © World's Poultry Science Association 2011

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