The Effects of Brand Equity on Country of Origin Perceptions of Foreign Manufactured Vehicles

The main purpose of this study is to examine the effects of brand equity on country of origin perceptions of foreign manufactured vehicles. To do so three key objectives were formulated including finding the attitudes of consumers towards imported cars, factors considered in purchasing cars, and determining the effects of brand equity on country of origin perception of foreign produced cars.  Also, five hypotheses were formulated to test some underlying assumptions on brand equity and COOP based on review of extant literature.   The hypotheses were tested using multiple regression analysis for a sample of 794 drivers of imported vehicles. The specific objectives of the study and findings obtained are as follows: