The effect of the country of origin in evaluation of foreign oriented products and the mediation role of brand loyalty: Kazakhistan example

Abstract

In this study, it is aimed to determine the effect of the country origin in the evaluation of foreign productsand the mediating role of brand loyalty between them. The datas were obtained as a result of the questionnaires applied to the consumers living in Kazakhistan after the literature survey. According to the obtained datas, it has been understood that the brand loyalty has a partial mediating effect. There have been applied 414 questionnary to the respondents. But294questionnaires returned and 247 questionnary were analyzed. The results have showed that consumers have been influenced by the knowledge of the country of origin when evaluating products of foreign origin and brand loyaltyhas decreased the effect of country of origin.