Empirical Testing of Associations Between Effects of Country-of-Origin and Perceived Brand Name Value

The article investigates the importance of perceived brand name value from an external point of view of perception of the Slovenian consumers. Based on the stratified survey and quantitative research we note the relationship between the origin of the product, marketing mix elements, and the perceived brand name value. Emphasis is placed on establishing how the origin of the product impacts on the perceived brand name value and what its impact is on the perceived brand name value in comparison with selected marketing mix elements. The article presents the model of conceptual relationships between the origin of the product and perceived brand name value, which was tested with a structural model of relationships between the origin of the product and perceived brand name value. We developed a measuring instrument and procedures for checking the reliability and validity of the structural model of perceived brand name value of the product. The conceptual model and the relationships within the model were evaluated by means of the modelling with linear structural equations on a selected sample of respondents, which enabled verification of the conceptual model with empirical data. It has been found that the origin of the product has at least such a statistically significant influence on the perceived brand name value as the selected marketing mix elements (advertising, product, distribution, and price).