The effect of country of brand and country of manufacture on brand loyalty and purchase intention

This article aims to measure the effects of sub-Component of COO (including country of brand (COB) and country of manufacture (COM)) on brand equity dimension and purchase intention. To accomplish this, a conceptual framework in which country-of-origin image is postulated to influence the brand loyalty and brand loyalty, in turn, influence purchase intention. This study includes administering a questionnaire in Tehran Mobile mall to a total sample of 586 respondents and Data were collected from consumers of mobile phones using probability cluster sampling method. Results indicated that unlike COM, COB has a direct and significant effect on brand loyalty and purchase intention. The results of the research contribute also to the theoretical controversy concerning the importance of COO in the consumer decision-making process.