Pages: 1-9

Abstract

The present study aimed to investigate effects of customer perception of product risk, price and quality on national brand attitude. The research model consisted of variables such as the product quality perception (PQP), perceived risk (PR), price value perception (PVP), behavioral characteristics (BC), and national brand attitude (NBA). The research method was applied in terms of objective, and correlational according to its method. Using the questionnaire and survey method, the required data was randomly distributed among customers of Refah Chain Stores Co. in Mashhad City and 310 acceptable samples were collected. Data was analyzed using SPSS18 software. Relationships of variables and factors were confirmed using the confirmatory factor analysis (CFA) and PLS modeling technique via PLS2 Smart software. Research results confirmed a relationship between the product quality perception and national brand attitude. There was a significant relationship between the perceived risk and national brand attitude.