What is Brand Perception

This chapter examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behavior in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in three large cities in Romania. The results show that country of origin has a significant impact on the consumers' perception of the Danish beer brand Tuborg. The results show statistically significant associations between consumer ethnocentrism taxation and buying Romanian products as well as between demographic characteristics and brand perception.