INTERACTION EFFECT OF COUNTRY OF MANUFACTURE AND BRAND AWARENESS ON MALAYSIAN YOUNG ADULTS PURCHASE INTENTION OF LOW INVOLVEMENT PRODUCT

• Authors: Chui Seong Lim , Kay Tze Hong , Siew Chin Wong , Louisa Hew Wei Yee

Title variants

PL

WPŁYW INTERAKCJI POMIĘDZY KRAJEM PRODUKCJI A ŚWIADOMOŚCIĄ MARKI NA INTENCJĘ ZAKUPU PRODUKTU O NISKIM STOPNIU ZAANGAŻOWANIA PRZEZ MŁODYCH DOROSŁYCH W MALEZJI

• Languages of publication: EN PL

Abstracts

EN

This study aims to examine the interaction effect of country of manufacture and brand awareness, packaging and price impact on the purchase intention of toothpaste among young adults in Malaysia. As previous studies show, the country of origin should not be taken as a single clue, as it exaggerates the country of origin effect. This study evaluates the effect of the country of origin effect on the low-involvement good (toothpaste). The Cue Utilization Theory was used to explain how the consumer uses product cues to rate a product before making a purchase decision. Study data are analysed using SmartPLS. The results of this study showed that all variables influence consumer purchase intention for toothpaste. IPMA analysis showed that the interaction effect of the country of manufacture and brand awareness are important factors.

PL

Celem niniejszego opracowania jest zbadanie wpływu interakcji pomiędzy krajem produkcji a świadomością marki, opakowaniem i ceną na intencję zakupu pasty do zębów wśród młodych dorosłych w Malezji. Jak pokazują wcześniejsze badania, kraj pochodzenia nie powinien być traktowany jako pojedyncza wskazówka, ponieważ wyolbrzymia on efekt kraju pochodzenia. Niniejsze badanie ocenia wpływ efektu kraju pochodzenia na dobro o niskim stopniu zaangażowania (pastę do zębów). Teoria Wykorzystania Wskazówek została wykorzystana do wyjaśnienia, w jaki sposób konsument wykorzystuje wskazówki dotyczące produktu do oceny produktu przed podjęciem decyzji o zakupie. Dane z badania analizowane są za pomocą programu SmartPLS. Wyniki badania wykazały, że wszystkie zmienne wpływają na intencję zakupu pasty do zębów przez konsumenta. Analiza IPMA wykazała, że efekt interakcji kraju produkcji i świadomości marki są istotnymi czynnikami.

Keywords

EN

Country of Manufacture; Brand Awareness; Interaction; Low Involvement Product; Importance and Performance Matrix (IPMA)

PL

Kraj produkcji; świadomość marki; interakcja; produkt o niskim zaangażowaniu; IPMA

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2021
• Issue: 1 (39)
• Pages: 67-92

Dates

online

2021-03

Contributors

author

Chui Seong Lim

• Faculty of Business, Economics and Accounting and Economic HELP University, 50490 Kuala Lumpur, Malaysia

author

Kay Tze Hong

• Faculty of Business and Law, School of Management and Marketing Taylor’s University, 47500 Subang Jaya, Selangor

author

Siew Chin Wong

• Faculty of Business, Economics and Accounting and Economic HELP University, 50490 Kuala Lumpur, Malay

author

Louisa Hew Wei Yee

• Faculty of Business, Economics and Accounting and Economic HELP University, 50490 Kuala Lumpur, Malay

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Notes

EN

Available in Open Access (Open Access)

PL

Publikacja w otwartym dostępie (Open Access)