Author Name:Nupur Gupta Date: 04-10-2024
It is crucial to comprehend how the country of origin affects consumers’ buying intentions as the worldgets more globalised and items come from all over the world. In order to establish a brand’s imageacross four dimensions of perceived value, this study examines the role of influencer marketing fromthe point of view of how purchase intentions are eventually influenced. These value aspects encompasssocial, practical (quality), practical (price/worth for money), emotional, and practical (brand positioning),among others using qualitative data for this research. However, while the country’s image has littleeffect on the emotional value, it has a significant impact on the social and functional (quality) values.The influencer market also affected consumers’ buying intentions and altered how they perceived abrand.
