COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER

COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER

This research strives to understand East Malaysian consumers’ purchase intention when being exposed to the effects of brand image and country of origin (COO) image in the case of high involvement pro­ducts. Self-administered questionnaires were collected from 225 consumers in East Malaysia. The resu...

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Bibliographic Details
Main Authors: Mohd Amirul Adenan, Jati Kasuma Ali, Dayang Humida Abang Abdul Rahman
Format: Article
Language:English
Published: Petra Christian University 2018-03-01
Series:Jurnal Manajemen dan Wirausaha
Subjects:
East Malaysian consumers
country of origin (COO)
brand image
high involvement products
purchase intention.
Online Access:http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/20620
Description
Summary:This research strives to understand East Malaysian consumers’ purchase intention when being exposed to the effects of brand image and country of origin (COO) image in the case of high involvement pro­ducts. Self-administered questionnaires were collected from 225 consumers in East Malaysia. The result of this study shows that East Malaysian consumers’ put a large importance on brand and country of origin image in high involvement products as they are more involved in information searching and decision ma­king when purchases these products. Implication and future research also discussed.
ISSN:1411-1438

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