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Publication
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| Research Title |
IMPACT OF COUNTRY PERSONALITY AND COUNTRY IMAGE ON COUNTRY OF ORIGIN AND PURCHASE INTENTIONS FOR GLOBAL SUPPLY CHAIN MANAGEMENT |
| Date of Distribution |
7 November 2013 |
| Conference |
| Title of the Conference |
The 2nd International Conference on Production and Supply Chain Management (ICPSCM 2013) |
| Organiser |
Thailand Marketing Association, Assumption University, Le Havre University and Wollongong University |
| Conference Place |
Sheraton Roma Hotel and Conference Center |
| Province/State |
Rome, Italy |
| Conference Date |
7 November 2013 |
| To |
9 November 2013 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
ISBN: 978-616-7695-10-5 |
| Page |
349-354 |
| Editors/edition/publisher |
Ungul Laptaned, Abdellatif Benabdelhafid / UP Organizer and Publication Co., Ltd. |
| Abstract |
In the global market, such stakeholders involved in the supply chain management as suppliers, manufacturers
and traders need to gain insights into the perceptions and views of customers towards foreign countries in order to
efficiently manage the supply chain from the early stages and better respond to global customers’ needs and wants.
Considering a country as a brand that needs a marketing campaign paves the way for the idea of relating brand
personality to a country, which offers an interesting point of study. This forms the basis of the current research which
investigates how country personality impacts on country-of-origin and purchase intentions and which dimensions of
personality that may impact on these two factors. In so doing, a survey research with a sample of Thai research
consumers and Malaysia as the country context was conducted and then analyzed with a multiple regression. Results
reveal that three (out of five) personality dimensions: sincerity, competence, and sophistication significantly impact on
country of origin. Country image, another factor often used in research on country perceptions, is also included as an
independent variable and found influential for country of origin and purchase intentions. When compared to country
personality, country image has greater influence on these two outcomes. These findings provide manufacturers,
international marketers and the government a better understanding of views from the global market towards other
countries so that they can create a marketing campaign for a country by promoting country images and positioning an
appropriate country personality. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย