The Effect of the Country of Origin on Brand Trust: A Case Study for COVID-19 Vaccines in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Minh Sang VO Trung Hau NGUYEN Thao Vy THACH Doan Vy TRAN Nguyen Huong Giang HOANG Ngoc Phuong Trang PHAM
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』The Journal of Asian Finance, Economics, and Business Vol. 9 No.4, 357~366쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.04.30

영문 초록

Many factors influence brand trust, including manufacturer prestige, product value and quality, country of origin, media marketing, experience, and brand relationship. The purpose of this study is to assess the impact of the nation of origin on brand trust, using Vietnam as a case study for India’s COVID-19 vaccine. A total of 407 Vietnamese people aged 18 and up participated in the survey. The findings of the study show that the nation of origin has a significant impact on brand trust. Specifically, the perceived country image has a negative effect on brand trust, the other two components of the country of origin are perceived value and perceived quality of product have a positive impact on brand trust in India’s COVID-19 vaccine. Research results show that if the perceived country image of the country of production is perceived negatively, then there will be a negative impact on brand trust. According to research findings, people in Vietnam who are 30 years old or older, have steady occupations, know about India, have used Indian products in the past, and have strong brand trust in India’s COVID-19 vaccinations. India needs to boost its country’s image and develop communication to increase brand trust in Vietnam.

목차

1. Introduction

2. Literature Review and Hypothesis

3. Methodology

4. Results and Discussion

5. Conclusion

References

키워드

Country of Origin Country Image Perceived Quality Brand Trust COVID-19 Vaccine