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Jati Kasuma Ali
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Economics, Econometrics & Finance

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COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER Mohd Amirul Adenan; Jati Kasuma Ali; Dayang Humida Abang Abdul Rahman
Jurnal Manajemen dan Kewirausahaan Vol. 20 No. 1 (2018): MARCH 2018
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (492.396 KB) | DOI: 10.9744/jmk.20.1.63-72

Abstract

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.
Co-Authors Dayang Humida Abang Abdul Rahman Mohd Amirul Adenan Nurul Fahana Aini Harun Thalany Kamri