Research on the Relationship between the Image of the Country of Origin and Brand Experience to Product Purchase Intention: A Case Study at Vietnam National University, Ho Chi Minh City

Abstract

A strong brand not only focuses on improving the quality of products but also ensures a clear origin of information. Therefore, this study proposes a new research model related to product purchase intention, with a focus on psychological and behavioral aspects of customers. Using a sample of 291 Gen Z students who are using cosmetics, this study clearly demonstrates the influence of country of origin image and brand experience on product repurchasing intention, through trust in the brand as an intermediary factor. In addition, the study also proposes and discusses some practical applications in this field.