أثر صورة بلد المنشأ للعلامة التجارية على تأييد العلامة التجارية: دراسة ميدانية على عملاء قطاع السيارات في سورية

علاء الدين القوجة

doi:10.5281/zenodo.21452614

Authors

Dr. Alaa Aldeen Alkoja Al Wataniya Private University

DOI:

https://doi.org/10.5281/zenodo.21452614

Keywords:

Brand Country-of-Origin Image, Brand Endorsement, Automotive Sector, Consumer Behavior

Abstract

This study aimed to analyze the impact of brand country-of-origin image on brand endorsement, and to examine the relationship between brand country-of-origin image as an independent variable and brand endorsement as a dependent variable among customers in the automotive sector in Syria.

To achieve the objectives of the study, a structured questionnaire consisting of (22) items was developed to measure the study variables. The questionnaire was distributed to a convenience sample of automotive sector customers in Syria. A total of 400 valid responses were obtained and used as primary data for analysis.

The data were analyzed, and the hypotheses were tested using the Statistical Package for the Social Sciences (SPSS v22), employing appropriate statistical techniques. The results revealed a statistically significant effect of brand country-of-origin image and its dimensions (country level, product level, and product characteristics) on enhancing brand endorsement among customers in the automotive sector in Syria.

Based on these findings, the researchers provided a set of recommendations for investors and managers in the automotive sector to enhance marketing strategies related to brand country-of-origin image and its influence on consumer behavior.

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