The Influence of Country of Origin, Marketing Mix, and Brand Equity on Repurchase Intention toward Chinese Franchise Beverage Brands in Chiang Mai Province

Abstract

This study aimed to: (1) examine the levels of country-of-origin image, marketing mix, brand equity, and repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province; and (2) investigate the influence of country-of-origin image, marketing mix, and brand equity on consumers’ repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province.

The sample consisted of 385 consumers in Chiang Mai Province who had previously purchased beverages from Chinese franchise brands and expressed an intention to repurchase. Data were collected using a structured questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed to analyze the data. Multiple regression analysis using the Enter method was conducted to examine the effects of the independent variables on repurchase intention.

The results indicated that consumers’ perceptions of country-of-origin image, marketing mix, brand equity, and repurchase intention were all at a high level. Furthermore, country-of-origin image, marketing mix, and brand equity significantly influenced consumers’ repurchase intention toward beverages offered by Chinese franchise brands in Chiang Mai Province at the 0.05 level of significance. These variables jointly explained 72.20% of the variance in repurchase intention.