THE INFLUENCE OF COUNTRY OF ORIGIN IMAGE TOWARDS BRAND PERSONALITY AND INTENTION TO PURCHASE ZARA PRODUCTS IN SURABAYA
Abstract
Companies all over the world are exploring foreign markets for business
expansion. With globalization, consumers are presented with a greater array of
product choices. Potential product selection includes a higher proportion of
products from non-domestic sources. More companies based in industrialized
countries move the production of their goods to foreign locations. One of the
companies that has moved its production to a foreign location such as China is
Zara.
The objective of the study was to determine whether country of origin
image has a significant effect on brand personality and purchase intention of Zara
customers in Surabaya. Two hundred thirty four customers of Zara answered a
self-administered questionnaire.
Findings of this study showed that Brand Personality has a significant
effect on Purchase Intention. Country of Origin Image has a significant effect on
Purchase Intention. Brand Personality has a significant effect on Country of
Origin Image.
Zara should focus on maintaining the “personality” of its products
associated with the brand. Zara should also promote Spain as one of top fashion
countries in the world through advertisement and do some changes in packaging
materials and design by emphasizing Spain as its product headquarters.