品牌識別，品牌國際化形象對品牌印象、知覺品質與消費者購買意圖之影響：以 J.Co Donuts and Coffee為例

Abstract

Brand positioning strategies main purpose is creating a consumer perspective about a brand. Connected to this matter, perceived brand globalness and brand identity plays an imperative role in building consumer mindset regarding a brand, and essentially will be impactful on consumer purchase intentions. Due to this phenomenon, it makes the authors interested in examining on how of brand identity and perceived brand globalness affected consumer purchase intention with mediating factors, which are brand image and perceived quality. This study uses the J.Co Donuts and Coffee an Indonesia originated brand as the focus of study. Data collection method is through a questionnaire using online questionnaire, eventually gaining the total of 500 respondents. The results indicate that brand identity and perceived brand globalness give a significant influence toward a positive direction on brand image and perceived quality. Furthermore, Brand image and perceived quality also concluded to have significant impact on consumer purchase intentions.