The effect of country of origin on the purchase intention in the automobile industry : an applied study for the German and Korean automobiles

Other Title(s)

أثر بلد المنشأ على نية الشراء في قطاع السيارات : دراسة تطبيقية على السيارات الألمانية و الكورية

Dissertant

al-Shahwan, Muhannad Mashhur

Thesis advisor

al-Rabii, Layth Salman

Comitee Members

Abu Qaud, Firas
Haddad, Shafiq Ibrahim

University

Middle East University

Faculty

Faculty of Business

Department

Department of Business Administration

University Country

Jordan

Degree

Master

Degree Date

2013

English Abstract

This research aimed to explore The Effect of Country of Origin on the Purchase Intention in the Automobile Industry – An Applied Study for the German and Korean Automobiles.

In order to achieve the objectives of the study, the researcher designed two questionnaires consisting of (49) statements each to gather the primary information from study sample which consisted (308) individuals ( 144 for the German cars, and 164 for the Korean cars ).

The statistical package for social sciences (SPSS) version 18 was used to analyze and examine the hypotheses.

The researcher used many statistical methods to achieve study objectives, such as simple and multi regression and path analysis using AMOS 7.

The main conclusions of the study were: There is a direct effect for the country of origin on corporate reputation, and brand personality for the German cars where there was no effect for the Korean cars.

Also there is a direct effect for corporate reputation and brand personality on customer trust for both cars, customer trust effect purchase intention for both cars.

And there is also a direct effect for the corporate reputation on brand personality for both cars.

The study recommends the following points: The research recommends that country of origin is a broad concept and the customers are always seeking for product with brand personality, and good corporate reputation.

Therefore the manufacturers are recommended to pay attention to this triangle, another recommendation for the manufacturers to pay attention to their reputation and to be always up-to-date with press releases and to be always smart in dealing with global media, the researcher recommends that customers are very sensitive to brand personality, manufacturers can seize this opportunity to create their own personality for each product, another recommendation for the manufacturers to build a long term relationship with the customers which will generate a mutual trust between the mentioned parties, thus, it will affect the purchase intention for the customer and increase the sales for the manufacturers, also Manufacturers are recommended to build a strong brand personality for their brands which will be automatically linked to the corporate reputation, and the manufacturers can use this strength point to emphasis the sales of other products which are under the same umbrella of the corporate sales.

Furthermore, building a strong brand personality for the manufacturer brand will affect the customer trust, thus, it will generate more sales to the brand and other brands under the same umbrella of the manufacturer name.

Main Subjects

Economics & Business Administration

Topics

• Islamic jurisprudence
• Consumers
• Attitudes
• Consumer behaviour
• Automobiles

No. of Pages

134

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-697388