COUNTRY OF ORIGIN, BRAND IMAGE AND HIGH INVOLVEMENT PRODUCT TOWARDS CUSTOMER PURCHASE INTENTION: EMPIRICAL EVIDENCE OF EAST MALAYSIAN CONSUMER
Abstract
Over the last 30 years, the global market has been growing rapidly resulting from the increase in globalization. This has led to many opportunities being made in the global market and causing high competitions as international companies are actively searching to obtain these opportunities. This result to a large number of different brands made available in the Malaysian market. Some of these products or brands have failed to capture the market in Malaysia as firms are unable to fully comprehend the effect of brand image and country of origin of their products. Therefore, 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.
Keywords: East Malaysian consumers, country of origin (COO), brand image, high involvement products, purchase intention.
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