The role of country-of-origin (COO) and brand effects on\ud Asian consumers’ apparel choices in Thailand

In this study, the role of country-of-origin (COO) and brand effects on consumers’ evaluation of apparel products is investigated in an Asian country. The purpose of this study is to explore the attitudes of Asian consumers in purchase decision-making associated with fashion-clothing product categories. This research examines and compares consumers’ perceptions of COO with the particular level of the country’s development. The research provides evidence about favorable and unfavorable COO perceptions among clothing purchasers. The effects of the level of brand equity and the level of purchase involvement are also examined together with their interaction effects on consumers’ product evaluation