L’intention d’achat des marques internationales et la perception du pays d’origine : essai de modelisation -cas de la marque total lubrifiants algerie

Abstract

The objective of the study is to determine the extent to which the perceived global brand impact on the local consumer’s purchase intention by mediating the variable “country of origin”. To do this, a model has been adapted for the automotive lubricants brand “TOTAL”. In order to achieve the objectives of the study and test the hypotheses, we designed a questionnaire to collect the preliminary data from and analyze them using the structural equation modeling (SEM) implemented in the AMOS software. A convenience sample of 220 individuals was selected with a 93% return rate. The measurement scales were adapted from previous studies to validate the appropriate questions for each variable of the study. As a result, we observe that, with the exception of TOTAL’s perceived global brand, no other variable in the model has any impact on the purchase intention, as well as for the variable of the perception of the country of origin considered as mediator, which in turn does not control the different links issued by the model