Path Analysis to Study Impacts of Country of Origin and Brand Equity towards Buying Intention in Thai Boxing Equipment
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Published:
Jan 30, 2020
Keywords:
Path analysis, Thai boxing equipment, Country of origin, Brand equity
Main Article Content
Abstract
The study empirically aims to identify direct and indirect correlations among predictors on country of origin and brand equity towards buying intention using a statistics test of path analysis. This research was conducted in Guang Zhou city, China using questionnaires with 526 participants of boxing gym members, the stratified cluster sampling was managed. As hypothesized, the principle results indicated that brand awareness, brand association, perceived quality, quality and value, and country of origin had positively direct impacts on buying intention. Likewise, those variables had significant indirect effects on buying intention through a mediator as brand equity. Lastly, these results have an implication for the grounded theory, as well as they could be insightful strategies for Thai boxing equipment manufacturers and business related that are presented.
Article Details
How to Cite
Piriyapada, S. (2020). Path Analysis to Study Impacts of Country of Origin and Brand Equity towards Buying Intention in Thai Boxing Equipment. WMS Journal of Management, 9(1), 52–64. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/237904
Section
Research Articles-Academic Articles
References
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Rust R.T., & Oliver, R. L. (1994). Service Quality: New Directions in Theory and Practice. Sage Publications, Thousand Oaks, CA.
Brucks, M., Zeithaml V. A., & Naylor H., G. (2000). Price and Brand Name as
Indicators of Quality Dimensions for Consumer Durables. Journal of the Academy of Marketing Science. 28(3), 359–374.
Caruana, A., Money, A. H., & Berthon, R. (2000). Service quality and satisfaction – The moderating role of value. European Journal of Marketing, 34(11/12), 1338–1352.
Chaudhuri, A., & Holbrook, M.B. (2001). The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, Y. H., Hsu, I. C., Lin,& C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63, 1007–1014.
Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
Grace, J. B. (2006). Structural Equation Modeling and Natural Systems. Cambridge Univ. Press, New York, U.S.A.
Green, S. B. (1991). How Many Subjects Does It Take To Do A Regression Analysis. Multivariate Behavioral Research, 26(3), 499-510.
Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
Hamzaoui E, L. (2010). Technological Complexity and Country-of-Origin Effects on Binational Product Evaluation: Investigation in an Emerging Market. Journal of Global Marketing, 23, 3063-320.
Bauer H. H., Sauer, N. E., & Stefanie, E. (2005). The loyalty of German soccer fans: does a team's brand image matter?. International Journal of Sports Marketing and Sponsorship, 7 (1), 8-16.
Henderson, S., & Hoque, S.F. (2010). The Ethnicity Impact on Attitudes toward Country of Origin for Products with Different Involvement Levels. Journal of International Consumer Marketing, 22, 271-291.
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Hongwei, H. & Yan L. (2012). Social identity perspective on brand loyalty, Journal of Business Research, 65, 648–657.
Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indices in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Huber, F., Herrmann A., & Morgan R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18 (1), 41-53.
Iglesias, O., Singh, J.J., & Batista-Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Brand Management, 18(8), 570–582.
Johansson, J.K., & Thorelli, H. B. (1985). International product positioning. Journal of International Business Studies, 16, 57-75.
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Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29, 595–600.
Kotler, P. (2003). Marketing Management. 11th ed. Upper Saddle River, NJ: Prentice –Hall
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Mitchell, R.J. (1992). Testing evolutionary and ecological hypotheses using path analysis and structural equation modelling. Functional Ecology, 6(2), 123-129.
Mohd Yasin, N., Nasser Noor, M., & Mohamad, O. (2007), Does image of country‐of‐origin matter to brand equity?. Journal of Product & Brand Management, 16 (1), 38-48.
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Verlegh, P.W.J., & Steenkampab J. B. E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20 (5), 521-546.
Rangaswamy, A., Raymond B., & Terence A. O. (1993). Brand Equity and the Extendibility of Brand Names. International Journal of Research in Marketing, 33, 61- 75.
Ritva M. T. (2012). Product quality and value from consumer perspective—An application to wooden products. Journal of Forest Economics, 18 (2), 157-173.
Rossiter, J. R., & Percy, L. (1987). Advertising and Promotion Management. McGraw-Hill: Singapore.
Romaniuk, J., Sharp, B., Paech, S., & Driesener, C. (2004). Brand and advertising awareness : a replication and extension of a known empirical generalization. Australasian marketing journal, 12 (3), 70-80.
Sebastianelli, R. & Tamimi, N. (2002). How product quality dimensions realte to defining quality. International Journals of Quality & Reliability Management, 19 (4), 442-453.
Schermelleh E. K., & Moosbrugger, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling (2nd ed.). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.
Sharma, P. (2011). Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement. Journal of International Consumer Marketing, 23, 344-364.
Tolba A. H., & Hassan S. S., (2009). Linking customer based brand equity with brand market performance: a managerial approach. Journal of Product & Brand Management, 18 (5), 356-366.
Sutikno, B. (2011). Does Consumers’ Brand Identification Matter: The Mediating Roles of Brand Loyalty. The International Journal of Interdisciplinary Social Sciences, 6(3), 1833-1882.
Sharma P., (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42, 285-306.
Wu, P.C.S., Yeh G. Y., & Hsiao C.R., (2011). The effect of store image and service quality on brand image and purchase intention for private label brands, Australasian Marketing Journal, 19, 30–39.
Yamen K. (2008). Country of origin, brand image perception, and brand image structure, Asia Pacific Journal of Marketing and Logistics, 20 (2), 139-155.
Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52, 1-14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
Zafar, U.A., James, P. J., Chew P. L., Tan W. F., & Ang K. H. (2002). Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review, 19 (3), 279-302.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2–22.
Z.U. Ahmed., J.P. Johnson., C.P. Ling., T.W. Fang, & A.K. Hui. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19 (3), 279-302.
Baker, D.A., & Crompton, J.L. (2000). Quality, Satisfaction and Behavioral Intentions. Annals of Tourism Research, 27, 785-804.
Berkowitz, E.N., & Walter, J.R. (1980). Contextual influences on consumer price responses: An experimental analysis. Journal of Marketing Research, 17 (3), 349-58.
Bitner, M.J., & Hubbert, A.R. (1994). Encounter satisfaction versus overall satisfaction versus quality”, London. Sage Publications.
Rust R.T., & Oliver, R. L. (1994). Service Quality: New Directions in Theory and Practice. Sage Publications, Thousand Oaks, CA.
Brucks, M., Zeithaml V. A., & Naylor H., G. (2000). Price and Brand Name as
Indicators of Quality Dimensions for Consumer Durables. Journal of the Academy of Marketing Science. 28(3), 359–374.
Caruana, A., Money, A. H., & Berthon, R. (2000). Service quality and satisfaction – The moderating role of value. European Journal of Marketing, 34(11/12), 1338–1352.
Chaudhuri, A., & Holbrook, M.B. (2001). The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Chen, Y. H., Hsu, I. C., Lin,& C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63, 1007–1014.
Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229-242.
Grace, J. B. (2006). Structural Equation Modeling and Natural Systems. Cambridge Univ. Press, New York, U.S.A.
Green, S. B. (1991). How Many Subjects Does It Take To Do A Regression Analysis. Multivariate Behavioral Research, 26(3), 499-510.
Gounaris, S., & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study. Journal of Brand Management, 11(4), 283-306.
Hamzaoui E, L. (2010). Technological Complexity and Country-of-Origin Effects on Binational Product Evaluation: Investigation in an Emerging Market. Journal of Global Marketing, 23, 3063-320.
Bauer H. H., Sauer, N. E., & Stefanie, E. (2005). The loyalty of German soccer fans: does a team's brand image matter?. International Journal of Sports Marketing and Sponsorship, 7 (1), 8-16.
Henderson, S., & Hoque, S.F. (2010). The Ethnicity Impact on Attitudes toward Country of Origin for Products with Different Involvement Levels. Journal of International Consumer Marketing, 22, 271-291.
Hoeffler, S. & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78–89.
Hongwei, H. & Yan L. (2012). Social identity perspective on brand loyalty, Journal of Business Research, 65, 648–657.
Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indices in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Huber, F., Herrmann A., & Morgan R. E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18 (1), 41-53.
Iglesias, O., Singh, J.J., & Batista-Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Brand Management, 18(8), 570–582.
Johansson, J.K., & Thorelli, H. B. (1985). International product positioning. Journal of International Business Studies, 16, 57-75.
Kai‐Uwe Seidenfuss., Yunus Kathawala., & Keith Dinnie. (2013). Regional and country ethnocentrism: broadening ASEAN origin perspectives. Asia Pacific Journal of Marketing and Logistics, 25 (2), 298-320.
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57 (1), 1-22.
Keller, K.L. (1998). Strategic Brand Management Building, Measuring, and Managing Brand Equity. Prentice Hall, Upper Saddle River.
Keller, K. L. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29, 595–600.
Kotler, P. (2003). Marketing Management. 11th ed. Upper Saddle River, NJ: Prentice –Hall
Marakanon, L., & Panjakajornsak V. (2017). Perceived quality, perceived risk and customer trust affecting customer loyalty of environmentally friendly electronics products. Kasetsart Journal of Social Sciences. 38 (1), 24-30.
Mitchell, R.J. (1992). Testing evolutionary and ecological hypotheses using path analysis and structural equation modelling. Functional Ecology, 6(2), 123-129.
Mohd Yasin, N., Nasser Noor, M., & Mohamad, O. (2007), Does image of country‐of‐origin matter to brand equity?. Journal of Product & Brand Management, 16 (1), 38-48.
Newhall, L. (2015). Preserving the Classic Technique of Maemai Muay Thai | Fightland. Retrieved from fightland.vice.com.
Verlegh, P.W.J., & Steenkampab J. B. E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20 (5), 521-546.
Rangaswamy, A., Raymond B., & Terence A. O. (1993). Brand Equity and the Extendibility of Brand Names. International Journal of Research in Marketing, 33, 61- 75.
Ritva M. T. (2012). Product quality and value from consumer perspective—An application to wooden products. Journal of Forest Economics, 18 (2), 157-173.
Rossiter, J. R., & Percy, L. (1987). Advertising and Promotion Management. McGraw-Hill: Singapore.
Romaniuk, J., Sharp, B., Paech, S., & Driesener, C. (2004). Brand and advertising awareness : a replication and extension of a known empirical generalization. Australasian marketing journal, 12 (3), 70-80.
Sebastianelli, R. & Tamimi, N. (2002). How product quality dimensions realte to defining quality. International Journals of Quality & Reliability Management, 19 (4), 442-453.
Schermelleh E. K., & Moosbrugger, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
Schumacker, R. E., & Lomax, R. G. (2004). A beginner's guide to structural equation modeling (2nd ed.). Mahwah, NJ, US: Lawrence Erlbaum Associates Publishers.
Sharma, P. (2011). Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement. Journal of International Consumer Marketing, 23, 344-364.
Tolba A. H., & Hassan S. S., (2009). Linking customer based brand equity with brand market performance: a managerial approach. Journal of Product & Brand Management, 18 (5), 356-366.
Sutikno, B. (2011). Does Consumers’ Brand Identification Matter: The Mediating Roles of Brand Loyalty. The International Journal of Interdisciplinary Social Sciences, 6(3), 1833-1882.
Sharma P., (2011). Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness. Journal of International Business Studies, 42, 285-306.
Wu, P.C.S., Yeh G. Y., & Hsiao C.R., (2011). The effect of store image and service quality on brand image and purchase intention for private label brands, Australasian Marketing Journal, 19, 30–39.
Yamen K. (2008). Country of origin, brand image perception, and brand image structure, Asia Pacific Journal of Marketing and Logistics, 20 (2), 139-155.
Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52, 1-14.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28 (2), 195-211.
Zafar, U.A., James, P. J., Chew P. L., Tan W. F., & Ang K. H. (2002). Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review, 19 (3), 279-302.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (3), 2–22.
Z.U. Ahmed., J.P. Johnson., C.P. Ling., T.W. Fang, & A.K. Hui. (2002). Country-of-origin and brand effects on consumers’ evaluations of cruise lines. International Marketing Review, 19 (3), 279-302.