Main Article Content
The current research was a 2 x 2 factorial designed experimental study with the objectives that were to study the main and interaction effects of two foreign brand names (American and Japanese brand names) and two products types (hedonic and utilitarian products) on consumer behavior, that consisted of perceived quality, attitude towards the ad, attitude towards the brand, attitude towards country of origin, and purchase intention. One hundred and nineteen undergraduate students at Chulalongkorn University were served as the research participants during the second semester of 2015 academic year. The results showed that different foreign brand names had main effects on perceived quality and attitude towards country of origin. In addition, different product types had major effects on perceived quality, attitude towards the ad, and purchase intention. However, foreign brand names and product types showed no significant interaction effect on consumer behavior.