What global marketing theories explain the purchase intent behavior?

This research provides a comprehensive review of the literature regarding the effect of country of origin
(COO) on the purchase intent behavior of consumers on products and services. In this study, the
researchers explored how COO would affect the purchase intention of Japanese and Filipino students as
consumers.

The study focuses on the conceptual framework based on Aaker’s brand equity model. Aaker defines
brand equity as the brand assets and liabilities linked to the brand - name and symbols - that add value
to, or subtract value from a product or service – to put it simply, brand equity derives from consumer's
perceptions of a brand, product or service. Brand equity is reflected in the way consumers act, think and
feel with regards to the brand as well as in price, market share and profitability that the brand
commands [ CITATION Hit19 \l 1033 ]. In this model, five components have been identified that affects
the purchase intent of the consumers: (1) brand loyalty, (2) brand awareness, (3) perceived product
quality, (4) brand associations, and (5) other proprietary assets that may affect the consumer. However,
in this study, the dimensions of brand association (sense of pride, self-expression, self-satisfaction, and
brand image) and perceived quality are utilized.

The following are the hypothesis and results of their findings [CITATION Rey20 \l 1033 ]:

COO and Purchase Intention

H1: There is a significant relationship between COO and Purchase Intention.

- The study reveals that COO did not directly affect the purchase intent of both Filipino and
Japanese consumers. It means that their decision of purchasing a product does not depend on
COO.

COO and Brand Equity Components

H2: There is a significant relationship between COO and brand equity components (Sense of Pride, Self-
Expression, Self-Satisfaction, Brand Image, and Product Quality).

H2.1: There is a significant relationship between COO and Sense of Pride.

H2.2: There is a significant relationship between COO and Self-Expression.
H2.3: There is a significant relationship between COO and Self-Satisfaction.
H2.4: There is a significant relationship between COO and Brand Image.
H2.5: There is a significant relationship between COO and Product Quality.

- The study reveals that COO affects the branch equity components such as Sense of Pride, Self-
Expression, Self-Satisfaction, Brand Image, and Product Quality on Filipino’s perception. This
means that brands, such as Uniqlo can use these brand equity components to boost their
advertisement towards Filipino consumers. For Japanese consumers, it shows that there’s only a
significant relationship for H2.1 and H2.5. This means that Japanese consumers is proud in their
products and they believe in the quality of the brand.

Brand Equity Components and Purchase Intention

H3: There is a significant relationship between Brand Equity Components (Sense of Pride, Self-
Expression, Self-Satisfaction, Brand Image, and Product Quality) and Purchase Intention.

H3.1: There is a significant relationship between Sense of Pride and Purchase Intention.
H3.2: There is a significant relationship between Self-Expression and Purchase Intention.
H3.3: There is a significant relationship between Self-Satisfaction and Purchase Intention.
H3.4: There is a significant relationship between Brand Image and Purchase Intention.
H3.5: There is a significant relationship between Product Quality and Purchase Intention.

- The study reveals that Self Expression (H3.2), Brand Image (H3.4), and Product Quality (H3.5)
were significant to the purchase intention of Filipino consumers. It is important for the
marketers to highlight messages that show that their products have good quality and brand
image. On the other hand, Japanese consumers sees that Sense of Pride and Purchase Intention
(H3.1), Self-Expression and Purchase Intention (H3.2), Self-Satisfaction and Purchase Intention
(H3.3), and Product Quality and Purchase Intention (H3.5) were significant. This implies that
Japanese respondents do not perceive the Uniqlo brand image as desirable.

The study concludes that Country of Origin (COO) did not affect the purchase intention of Japanese and
Filipino consumers. With this, the following recommendations are made:

1. marketers should look for brand equity components that can serve as mediator variables to
enhance purchase intention. The brand equity components that served as mediator variables
between COO and purchase intention for Japanese consumers were a sense of pride and
product quality. On the other hand, self-expression, brand image, and product quality mediated
between COO and purchase intention for Filipino consumers. These mediators should be
stressed in marketing communication materials targeted to these consumers.
2. Since the study shows that not all brand association variables proved significant between COO
and purchase intention, marketers should carefully consider the brand association variables in
designing their brand strategies. This means that branding approach should carefully consider
the cultural environment.

Thank you!

References
Bautista Jr, R., Osaki, T., & Jeong, L. S. (2020). Japanese and Filipino College Students as Consumers:
Does Country of Origin Affect Their Purchase Intent? DLSU Business & Economics Review, 29(2),
104-116.

Bhasin, H. (2019, December 17). Aaker Brand Equity Model. Retrieved from Marketing91:
https://www.marketing91.com/aaker-brand-equity-model/