Country of origin image as a predictor of corporate image

In this paper it is attempted to examine linkage between the ‘country of origin’ and ‘corporate image’. A conceptual framework is proposed that investigates effect of ‘country of origin’ and ‘corporate image’ on perception and purchase intent for the product. ‘Country of origin’ where the company is located definitely impacts consumers’ mind while purchasing a product. In this study it is attempted to analyze relationship between ‘country of origin’ image and ‘corporate image’, by focusing on two organizations, namely, Videocon and Haier, India and China. In this study it is attempted to analyze underlying factors affecting the ‘country image’ and ‘corporate image’ to look into whether such a relationship between ‘country image’ and ‘corporate image’ at all exists and to compare ‘country image’ with the ‘corporate image’ within the backdrop of the two organizations. The study clearly revealed that ‘country image’ significantly contributed towards building ‘corporate image’ and also identified some other factors, which contributed towards building ‘corporate image’.