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The role of country-of-origin (COO) and brand effects on Asian consumers’ apparel choices in Thailand

Parkvithee, Narissara (2010) The role of country-of-origin (COO) and brand effects on Asian consumers’ apparel choices in Thailand. Other Degree thesis, Victoria University.

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Abstract

In this study, the role of country-of-origin (COO) and brand effects on consumers’ evaluation of apparel products is investigated in an Asian country. The purpose of this study is to explore the attitudes of Asian consumers in purchase decision-making associated with fashion-clothing product categories. This research examines and compares consumers’ perceptions of COO with the particular level of the country’s development. The research provides evidence about favorable and unfavorable COO perceptions among clothing purchasers. The effects of the level of brand equity and the level of purchase involvement are also examined together with their interaction effects on consumers’ product evaluation.

Item Type: Thesis (Other Degree thesis)
Additional Information:

Doctor of Business Administration

Uncontrolled Keywords: product evaluation, branding, consumers, apparel, clothing, Thailand, consumerism, country of origin
Subjects: FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > Graduate School of Business
FOR Classification > 1503 Business and Management
Depositing User: VU Library
Date Deposited: 15 Sep 2010 23:18
Last Modified: 23 May 2013 16:45
URI: http://vuir.vu.edu.au/id/eprint/15800
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