ارزيابي تاثير بين آگاهي از خاستگاه مارك تجاري وتصوير ذهني از كشور خاستگاه توليد

Evaluating the Interrelationship Between Brand-Country of Origin Knowledge and Country of Origin Image

Marketing new findings demonstrate that country of origin has an important role in costumer behavior as marketing mix 5th P. On the other hand, if the costumer knows about the brand country of origin, the perceived image of country of origin have effeets on costumers concept of trade marks related to the produeer country. These evidences show that one of the major objects in international marketing comes from above subjects. So the basic subject of research is: What is the relationship between brand country of origin knowledge and country of origin image and how much is it? According to that the franchise is one of the common strategies for entering to emerging markets, the research variables in these contracts were studied. Basie variables of research include: Brand country of origin knowledge, country of origin image, brand country of origin knowledge competitive product, eountry of origin familiarity, and demographic factors like education level, income level, aboard traveling history, and free zone traveling history. For this purpose, sampling and questionnaire in metropolitan Iranian families and to analysis of gathered data were done. Results of current research show that there is a direct relationship between brand of country of origin knowledge and country of origin image. Also there are direct relationship between brand country of origin knowledge and brand country of origin knowledge of competitive product, eountry of origin familiarity, and incomc level. In spite of other researches findings, there is no relationship between brand country of origin knowledge and education level, aboard travel history, and tree zone travel history