Abstract
The study aimed at examining the impact of Jordan's country of origin image on the mental image carried by clothing customers. The used descriptive and analytical approach in which a questionnaire was used to collect the needed data from the sample of the study. A convenience sample consisted of 400 employees. The data were analyzed through using SPSS. The study found that Jordanian consumers had positive attitudes towards it as a country of origin. Country of origin image has an impact on the mental image carried by clothing customers. The study also found that there is a statistical difference in impact of Jordan's country of origin image on the mental image carried by clothing customers due to Educational level only. Moreover the study found that there are no statistical differences in impact of Jordan's country of origin image on the mental image carried by clothing customers due to (Gender and age). The study recommended that Jordanian institutions must set a comprehensive strategy for raising the quality of their products. That is because quality has a major impact upon enhancing the image of the country of origin and upon the way its products are evaluated. In addition national institutions must be more concerned with conducting more research and improvements in order to raise their levels of innovation and technological developments in clothing sector.
Highlights
Applying free trade agreements for exchanging goods and services between countries is considered one of the main principles of globalization
2) There is a statistical difference in impact of Jordan's country of origin image on the mental image carried by clothing customers due to (Gender, Educational level, and Age)
Following results were found 1) In relation to Jordanian consumers’ attitudes towards the country of origin of clothing products, Jordanian consumers had positive attitudes towards it as a country of origin 2) There is an impact of Jordan's country of origin image on the mental image carried by clothing customers
Summary
Applying free trade agreements for exchanging goods and services between countries is considered one of the main principles of globalization. That shall lead to increase the intensity of competitiveness within the global markets, local companies will be aiming to preserve their market shares as they are in the light of this new competition which many parties are taking part in This competition is based on standards for evaluation, such as: trademarks, quality, the product’s country of origin, and the country that manufactured the product. The problem of investigating the impact of the product’s country of origin and the country that has manufactured it upon consumers’ evaluations has been attracting great attention by researchers Such attention increased opening the local markets to one another, so that they would become part of the global market. Many studies have proven that there is an actual impact for the product’s country of origin upon consumers’ evaluations on it whether such impact was direct or indirect (Schooler, 1965 & 1971; Bilkey & Nes, 1982; Johansson, Douglas & Nonaka, 1985; Okechuku, 1994; Hauble, 1996; Chao, 2005; Hui & Zhou,2003)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
