Correspondence: Jong Woo Jun, Department of Advertising, College of Journalism and Communications, University of Florida, Weimer Hall, Po Box 118400, Gainesville, Florida 32611-8400, USA. Tel: +1 352 846 1060; Fax: +1 352 392 1794; E-mail: jongwjun@gmail.com

¹recently finished his PhD degree in the Department of Advertising at the University of Florida. Previous to his study, he worked in the advertising business. He has worked for LGAd, an affiliate of WPP, and Crayfish, a branding consulting firm in Korea. He received a BA and MA, both in mass communication from the Hankuk University of Foreign Studies, Seoul, South Korea. His research interests are international branding, corporate visual identity and event marketing.

²is a doctoral student in the Department of Communication and Information at the Hankuk University of Foreign Studies, Seoul, South Korea where he also earned a BA and MA. He is working as a researcher in brand communication institute.

Received 10 September 2007; Revised 10 September 2007.

Abstract

Using Korean college students as a sample, this study explores the role of country of origin and country brand attitude on purchase intention of nonprescription drugs. The results showed that country of design and country of assembly have significant effects on quality perception and purchase intention of nonprescription drugs between the United States and China, and country brand attitude has significant effects on the purchase intention of nonprescription drugs between United States and Germany, and between China and Malaysia, according to the degree to which consumers have a favourable attitude toward the specific country brand.