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Consumer-Based Brand Equity: Does Country of Origin (COO) Matter to Generation Z Consumers?
基于消费者的品牌资产:原产国（COO）是否适合Z代消费者？
Brand equity refers to the value added to a brand due to its name and it endows the brand with several advantages, such as, better margins, better quality perceptions, brand loyalty and opportunities for brand extensions. Although the concept of brand equity has drawn the attention of researchers in past, the focus has been primarily on marketing mix elements and certain critical elements such as Country of Origin (COO) have been ignored. Further, brands cannot ignore Generation Z due to their ability to influence decisions and purchasing power. The current study intends to understand the role of COO image on the these young consumers so as to help firms in shaping their marketing strategies by establishing relationships between different variables such as COO image, perceived brand quality, brand loyalty and overall brand equity. Data were gathered through personally administered questionnaires distributed to 466 Generation Z respondents in India by using three categories as product stimuli: electronic gadgets; apparels and accessories. Among the three independent variables investigated in this study, brand loyalty had the most significant impact on brand equity. Our findings also show a significant positive role of perceived quality in influencing brand equity; perceived qualityrsquo;s insignificant influence on brand loyalty; and COO imagersquo;s positive influence on brand equity. The findings however do not show any significant influence of COO image on quality perceptions of Generation Z consumers. Important theoretical and managerial contributions of the study have been discussed before providing limitations and directions for future research.
品牌资产是指因其名称而增加的品牌价值，它赋予品牌多项优势，例如，更高的利润率，更好的质量感知，品牌忠诚度和品牌扩展机会。尽管品牌资产的概念在过去已引起研究人员的注意，但重点主要放在营销组合要素上，而某些关键要素（如原产国（COO））已被忽略。此外，品牌因其影响决策和购买力的能力而不能忽视Z代。当前的研究旨在了解COO形象在这些年轻消费者中的作用，从而通过建立不同变量之间的关系来帮助公司制定营销策略，例如COO形象，感知品牌质量，品牌忠诚度和整体品牌资产。数据是通过个人调查表收集的，这些调查表使用三类产品刺激因素分发给了印度的466位Z代受访者：电子产品；服装和配饰。在本研究调查的三个独立变量中，品牌忠诚度对品牌资产的影响最大。我们的研究结果还表明，感知质量在影响品牌资产方面具有显着的积极作用。感知质量对品牌忠诚度的影响不大；以及COO形象对品牌资产的正面影响。但是，该发现并未显示COO图像对Z代消费者的质量感知有任何重大影响。在为将来的研究提供限制和方向之前，已经讨论了该研究的重要理论和管理贡献。
Key Words: Brand Equity, Brand Loyalty, Country of Origin (COO), Generation Z, Perceived Quality
关键词：品牌资产，品牌忠诚度，原产国（COO），Z世代，感知质量
INTRODUCTION
An enhancement in a productrsquo;s utility or the addition of value by virtue of the brand name is the equity of that brand (Pappu, Quester and Cooksey, 2006) and is a widely discussed issue in academic literature (Torres, Bijmolt, Triboacute;, and Verhoef, 2013).Strong brands with a strong brand equity provide many benefits to the companies owning these brands. The benefits include better profits, extension opportunities, strong consumer preferences and ultimately favorable intentions to purchase the brand(s)(Cobb-Walgren, Beal and Donthu, 1995; and Keller, 1993). Brand equity indicates abrandrsquo;s health and thus assessing brand equity continuously is essential for managing brands effectively (Aaker, 1991; and 1992). However, the development of brand equity theory is yet in the growth phase, and thus research is needed on urgent basis for understanding the concept and antecedents of brand equity (Hsu, Oh, and Assaf,2012; and Xu and Chan, 2010).
借助品牌名称来提高产品的实用性或增加价值就是该品牌的资产（Pappu，Quester和Cooksey，2006年），并且在学术文献（Torres，Bijmolt，Triboacute;和Verhoef）中得到广泛讨论。（2013年）。拥有强大品牌资产的强势品牌可以为拥有这些品牌的公司带来许多好处。收益包括更好的利润，扩展机会，强烈的消费者偏好以及最终有利于购买品牌的意愿（Cobb-Walgren，Beal和Donthu，1995；以及Keller，1993）。品牌资产表示品牌的健康状况，因此持续评估品牌资产对于有效管理品牌至关重要（Aaker，1991;and1992）。但是，品牌资产理论的发展还处于发展阶段，因此迫切需要进行研究以了解品牌资产的概念和前提（Hsu，Oh和Assaf，2012；Xu和Chan，2010）。
Scholars (e.g., Shocker, Srivastava and Rueckert, 1994) as well as practicing managers (e.g., Biel, 1992) have been laying emphasis on need for comprehension of brand equity. The focus of a vast majority of research in brand equity has been on marketing mix variables including channels, advertising, price, product quality (Yoo, Donthu and Lee, 2000). Therefore, certain variables not related to marketing mix such as a brandrsquo;s origin require attention by researchers. The brandrsquo;s country of origin (hereafter COO) for example, is a critical marketing element which has an impact on customersrsquo; perceptions and hence on consumer behavior. By examining country of origin and related informationrsquo;s impact on equity of a brand, those marketing practitioners will be benefitted who find “quantification of brand equity” beneficial in making strategic decisions (Biel, 1993).
学者（例如Shocker，Srivastava和Rueckert，1994年）和从业经理（例如Biel，1992年）一直都在强调对品牌资产的理解。关于品牌资产的绝大多数研究的重点是营销组合变量，包括渠道，广告，价格，产品质量（Yoo，Donthu和Lee，2000年）。因此，某些与营销组合无关的变量，例如品牌的起源，需要研究人员注意。例如，品牌的原产国（以下称COO）是至关重要的营销元素，它会影响客户的感知并进而影响消费者的行为。通过检查原产国和相关信息对品牌资产的影响，那些发现“品牌资产量化”有助于制定战略决策的营销从业人员将受益匪浅（Biel，1993）。
Marketers and scholars have made attempts to assign nomenclature such as “Net Generation” or “Generation Z” to the generation born post 21 st century. The significance of studying Generation Z in general is gaining importance due to the critical role played by this generationrsquo;s adolescence and early adulthood in shaping their preferences (Young and Hinesly, 2012). The brands need to understand the preferences and behavior patterns of this generation so as to connect with them at the right time and provide customized solutions (Palfrey and Gasser, 2008) before they consider other options and switch loyalties to other brands. The marketers need to comprehend the changing business landscape by getting involved with these digital natives (Hall and Keynes, 2011). Generation Z therefore represents a great opportunity to brands and brands must maintain connect with them consistently to ensure their brand loyalty (Kitchen and Proctor, 2015).
营销人员和学者已尝试将命名法（例如“NetGeneration”或“GenerationZ”）分配给21世纪后出生的一代。总的来说，研究Z世代的重要性正变得越来越重要，因为这一代人的青春期和成年早期在形成他们的偏好方面起着至关重要的作用（Young和
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