The influence of country image in determining consumer purchase-related decisions of electrical and electronic products

This research examines the influence of country of origin image of a brand on consumer purchase decisions. It is reported from history that consumer purchase decision of a product or a brand is somewhat influenced by its association of a country from where it was originated (German cars, Italian fashion, French perfumes, and Japanese electronics are few examples). This research examines the influence of multiple country associations and how these associations generates trust in brands before influencing purchase decisions.