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Abstract
This paper explores a model that introduces and explains the factors affecting a Foreign Country Brand Trust (FCBT) in view of International consumers. Also, this study seeks to reduce the problems that are beyond the control of marketers and managers at the micro level. In the first phase, factors for the measurement of main concepts were extracted using the literature review and update them regarding the national level and a foreigner country. These measures tested in 1776 consumers as a large number of international consumers. Using Structural Equation Modelling (SEM), all that was hypothesized was confirmed. In this study, Germany is Equivalent to the foreign country. The model shows that foreign country brand trust can be positively affected by three factors: the perceived power of foreigner country, inclined to Foreigner country, and brand experience of foreigner country. This means that improving them can improve it, and considering variables of this model, decision makers of a country can develop policies that increase their country's export in the long term. Also, this study can help marketers know what should be considered in the context of product experience to have a good effect on consumer trust to their compatriot's products in the global and international market. By this model, decision makers of a country can develop policies that increase their country's export in the long term. This increases the level of GDP and reduces the level of unemployment in a country. This research could help governments to take a more effective approach to increase exports to the international markets. Finally, this model can show a pattern in helping a country to improve all its brands for the first time. The main contribution of this study is to develop a model that introduces the factors affecting foreign country brand trust in the view of international consumers. There is no prior study about international brand trust at the national level and by international consumers' perspective. The study introduces a set of new concepts and a new relationship among them for enhancing a brand trust at the country level.
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Abstract
This paper explores a model that introduces and explains the factors affecting a Foreign Country Brand Trust (FCBT) in view of International consumers. Also, this study seeks to reduce the problems that are beyond the control of marketers and managers at the micro level. In the first phase, factors for the measurement of main concepts were extracted using the literature review and update them regarding the national level and a foreigner country. These measures tested in 1776 consumers as a large number of international consumers. Using Structural Equation Modelling (SEM), all that was hypothesized was confirmed. In this study, Germany is Equivalent to the foreign country. The model shows that foreign country brand trust can be positively affected by three factors: the perceived power of foreigner country, inclined to Foreigner country, and brand experience of foreigner country. This means that improving them can improve it, and considering variables of this model, decision makers of a country can develop policies that increase their country's export in the long term. Also, this study can help marketers know what should be considered in the context of product experience to have a good effect on consumer trust to their compatriot's products in the global and international market. By this model, decision makers of a country can develop policies that increase their country's export in the long term. This increases the level of GDP and reduces the level of unemployment in a country. This research could help governments to take a more effective approach to increase exports to the international markets. Finally, this model can show a pattern in helping a country to improve all its brands for the first time. The main contribution of this study is to develop a model that introduces the factors affecting foreign country brand trust in the view of international consumers. There is no prior study about international brand trust at the national level and by international consumers' perspective. The study introduces a set of new concepts and a new relationship among them for enhancing a brand trust at the country level.