Country of Origin Image and It’s Impact on Brand Association, Perceived Quality and Brand Loyalty

Abstract

Purpose – The purpose of this research is to explain the influence of country of origin image on every elemen of brand equity.Design/Methodology – Observation of this research was done to 200 respondents who live in Pontianak City, Kalimantan Barat Province. The collection of data were obtained from the consumer of import crackers of Malaysia, by using the sampling method like judgement sampling. This research is focusing on famous crackers brands from Malaysia, that is Lexus, Deluxe, Hupseng, Hwa Thai, Shoon Fat, Munchy’s and Pimpong. Data processing was done by using the Structural Equation Modelling based on AMOS Program version 20.Findings – The result of this research has shown that country of origin image has a significant influence to brand association, but country of origin image has not significant influence to perceived quality, brand association has a significant influence to perceived quality, brand association has a significant influence to brand loyalty, but the perceived quality has not significant influence to the brand loyalty.Implication – A positive country of origin image should be built considering its significant contribution to strenghten the brand association and its loyalty towards the brand from this country.Original Value – The finding of this research is important in order to identify the role of country of origin image in every elemen of brand equity ‘s import product in a domestic market.

Keywords:ountry of origin image, brand association, perceived quality, brand loyalty, Kalimantan Barat.