Local Brand vs Imported Brand: An analysis of Brand Image on Customer Satisfaction and Behavioural Intention.
The purpose of this research is to compare the effect of brand image on consumers' satisfaction and behavioural intention for local versus imported brands. This research surveyed 110 respondents who preferred to buy local bags and 110 respondents who preferred imported bags. The results suggest bran...
| Publicado en: | Pertanika Journal of Social Sciences & Humanities Vol. 26T; pp. 253 - 265 |
|---|---|
| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Universiti Putra Malaysia
2018Special Issue
|
| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=134101556&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 134101556 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 01287702 TKQ jtl: Pertanika Journal of Social Sciences & Humanities issn: 01287702 maglogo: N pubinfo: dt: 2018Special Issue vid: 26T pid: 20751 pub: Universiti Putra Malaysia artinfo: ui: 134101556 ppf: 253 ppct: 12 formats: fmt: @attributes: type: P size: 1.9MB tig: atl: Local Brand vs Imported Brand: An analysis of Brand Image on Customer Satisfaction and Behavioural Intention. aug: au: Natalia Syevillia, Geza affil: Management Department, BINUS Business School, Undergraduate Program, Bina Nusantara University, Palmerah, Jakarta 11480, Indonesia su: Customer satisfaction Brand image Patriotism Marketing Public opinion sug: subj: Customer satisfaction Brand image Patriotism Marketing Public opinion keyword: behavioural intention customer satisfaction imported brands local brands ab: The purpose of this research is to compare the effect of brand image on consumers' satisfaction and behavioural intention for local versus imported brands. This research surveyed 110 respondents who preferred to buy local bags and 110 respondents who preferred imported bags. The results suggest brand image has a positive and significant impact on customer satisfaction and behavioural intention for both local and imported brands. However, brand image of imported brands has a greater impact on customer satisfaction, whereas the customer satisfaction of local brands has a greater impact on customer behavioural intention. Consumers of local brands are more satisfied with local products and show greater positive behavioural intention. However, the brand image of imported brands are perceived as being better. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: Y custom: Copyright of Pertanika Journal of Social Sciences & Humanities is the property of Universiti Putra Malaysia and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Pertanika Journal of Social Sciences & Humanities holder: Universiti Putra Malaysia dt: @attributes: year: 2018 holdings: @attributes: islocal: N |
|---|