Comparative review of the country of origin brand impact on the customer's intention to purchase in the food industry with the mediating role of brand preference and brand value

Today, in this competitive market, brand is an imperceivable precious asset which plays an important role. The brand help the customers to decrease their perceived dangers in acquiring services and help companies and businesses to attain a stable performance. The aim of the study is to examine comparatively the impact of the country of origin brand on the customer's intention to purchase in the food industry with the mediating role of brand preference and brand value among the ten best-selling foreign food brands active in the Iranian market.

Regarding the purpose, the research is an applied research, and in terms of nature, it is a descriptive-survey one. The statistical population of this research is the customers of foreign food brands in Tehran. Since the exact number of customers of foreign food brands is not available, so the studied statistical community is accounted unlimited, and concerning the Cochran's formula, for the unlimited community, the sample number is 384 people. In the study, the questionnaire was distributed with simple random sampling method.

The results showed that the cognitive and feeling image of the origin country has a significant impact on food brand preference. The cognitive and feeling image of the origin country has direct and positive effect on brand value. At last, direct effects of brand preference and brand value on the intention to buy food is confirmed.