Paper Title
Impact of Country of Origin on Customer Satisfaction: An Analysis of Online Reviews for Cosmetics Brands in Vietnam

Abstract
This study investigates the impact of “country of origin image” on customer satisfaction based on cosmetics brand in Vietnam. The objectives of this paper are: (1) examining of current customer based brand equity on cosmetic brands through Country of origin effect; (2) understanding the role of Country of Origin image through three dimensions: brand awareness/brand association, brand loyalty and perceived quality; (3) providing applicable recommendations for domestic brands in improving competitive advantages against foreign brands regarding to country of origin effect. In this context, a research design was formed to measure the perceptions towards cosmetic products in Vietnam. The data was collected from 350 female respondents at several malls located in Vietnam through mall intercept survey by using structured questionnaires. The results proposed a model where extrinsic cue, Country of origin (COO), was shown direct positive and significant influence on consumers' satisfaction(CS) through some intrinsic values like Perceived quality (PQ) and Brand loyalty (LO). Besides that, it was hypothesized that brand awareness/brand association had an insignificant influence on customer’sonline purchase intention through COO effects. Keywords - Country of Origin Image, customer satisfaction, Cosmetic Market, Consumer’s online purchase intention.