Abstract

Achieving brand equity are top priorities for many organizations because brand is one of the most prized assets of any organization. As an important component in the internationalization process, brand is very vital for a company operating in the international business environment. Hence, it is important for a brand management team to have a better understanding on how different consumer segments react to the different brand equity and which factors influence their choices of purchase.

Purpose

The aim of this research was to explore how the country image (CI) of China impacts Huawei brand. As one of fastest growing international mobile phone brand from developing countries Huawei mobile phone brand was chosen as the case company in this research.

Method

In this study qualitative research method was chosen as the research methodology, which is an inductive approach. An exploratory study was conducted in this research through the use of semi-structured in-depth interviews. The interviews were analyzed using content analysis method.

Conclusions

Our findings indicate that CI through the lens of cognitive and normative institution has a significant impact in shaping consumer-based brand equity, either directly or indirectly, through the mediating effects of the four dimensions of brand equity. The outcomes further show that perceive quality and brand awareness have strong negative association with purchase intention. Marketing actions should be implemented to enhance and promote positive image of brand own country and awareness levels.