The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine

Abstract

Purpose

This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables.

Design/methodology/approach

The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses.

Findings

The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.

Originality/value

The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.

Citation

Ghorbanzadeh, D. and Shabbir, M.S. (2023), "The role of country of origin image, brand image and eWOM in the intention to receive the Sinopharm vaccine", Journal of Social Marketing, Vol. 13 No. 2, pp. 172-193. https://doi.org/10.1108/JSOCM-03-2022-0047