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...
Main Authors: | Mohd Amirul Adenan, Jati Kasuma Ali, Dayang Humida Abang Abdul Rahman |
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Format: | Article |
Language: | English |
Published: |
Petra Christian University
2018-03-01
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Series: | Jurnal Manajemen dan Wirausaha |
Subjects: | |
Online Access: | http://puslit2.petra.ac.id/ejournal/index.php/man/article/view/20620 |
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