ManuScript Details
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Paper Id:
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IJARW2585
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Title:
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THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 11 |
| Pages: |
4
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| Published On: |
5/15/2025 9:40:12 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Thi Duyen |
| Institute: |
Academy of Finance, Viet Nam |
Co - Author Details
| Author Name |
Author Institute |
| Nguyen Van Anh |
Thai Nguyen University of Economics and Business Administration, Thai Nguyen, Viet Nam |
Abstract
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Research Area:
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Economics |
| KeyWord: |
consumers, purchase intention, product origin; country-of-origin |
| Abstract: |
This study investigates the influence of country-of-origin (COO) on the purchase intentions of Vietnamese consumers. Drawing on prior research, it highlights that products from developed countries are often perceived as higher in quality and prestige, positively affecting brand equity and consumer willingness to buy. However, this effect is moderated by factors such as consumer ethnocentrism, cultural values, and product category. While COO enhances brand image and perceived quality—especially in high-involvement products like automobiles—ethnocentric attitudes can diminish the attractiveness of foreign goods. The findings emphasize the need for marketers to adopt nuanced strategies that consider both the advantages of leveraging positive COO perceptions and the barriers posed by local consumer attitudes. This research contributes valuable insights into effective brand positioning and consumer behavior in Vietnam’s evolving market landscape. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Thi Duyen, Nguyen Van Anh, "THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW", International Journal Of All Research Writings,
vol. 6, no. 11, pp. 374-377, 2025.
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MLA
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Nguyen Thi Duyen, Nguyen Van Anh "THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW." International Journal Of All Research Writings,
vol 6, no. 11, 2025, pp. 374-377.
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APA
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Nguyen Thi Duyen, Nguyen Van Anh (2025). THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW. International Journal Of All Research Writings,
6(11), 374-377.
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THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW
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THE INFLUENCE OF PRODUCT ORIGIN ON PURCHASE INTENTION AMONG VIETNAMESE CONSUMERS: A REVIEW
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