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

Mohd Amirul Adenan,Dayang Humida Abang Abdul Rahman,Jati Kasuma Ali

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.

Highlights

Julian and Ahmed (2009) explain that Malaysian economy has always been relying on the international trade where product imports are one of the main contributions to the development of its economy
The relationship between brand image and purchase intention has the same effect as country of origin (COO) image which proves the statement of Shimp (2010) where consumer‟s behaviour depends on the brand association‟s strength and favourability that consumers stored in their memory
This study explained the impact of COO and brand image towards East Malaysian consumers‟ purchase intention in low and high product involvements

Summary

Introduction

Julian and Ahmed (2009) explain that Malaysian economy has always been relying on the international trade where product imports are one of the main contributions to the development of its economy. These product imports provide Malaysia with capital and consumer goods as well as semi-finished products for Malaysian producers in a competitive pricing. The report implied that the increase in competition of the consumer products are one of the factors that leads to the increase of the trade imports. COO image and brand image are among the important elements that marketers would focus upon in building their strategy

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Conclusion