Country image and perceived quality are two research foci in the marketing literature .rnHo"ever. little research has been done to explicitly address the impact of country imagernon the perceiYed quality of a brand name. The present research attempts to synthes ize therntwo streams of research by developing a conceptual model to analyze the relationshiprnamong country image, perceived quality, perceived values and purchase intention. SouthrnKorea has been an underdeveloped country and the products from South Korea arernperceived as of lower quality. The lower quality perception may be improved in recentrnyears due to the economic development of South Korea. A research on one brand name ofrnCell phone from South Korea and one other brand name from Germany (served as therncontrol group) were designed to test the conceptual model.rnThe country image is conceived as consisting of two major dimensions: countryrnperception and product perception. The perceived quality is hypothesized to be related tornfour independent variables: country perception, product perception, brand reputation andrnperceived price.rnA survey was conducted on 240 respondents randomly selected from two cities, AddisrnAbaba and Debre Zeit.. The results show that brand reputation and product perceptionrnhave significant impact on perceived quality of a brand name. The positive impact onrnquality will lead to a higher perceived value and a higher purchase intention.rnRecommendations based on our research findings are given at the end of thi s report.