BRAND ORIGIN IDENTIFICATION, BRAND EVALUATION AND ITS RELATIONSHIP TO CUSTOMERS PURCHASE INTENTION

ANDRIANOMBONANA, Haja Tiana RAKOTONDRAINIBE (2011) BRAND ORIGIN IDENTIFICATION, BRAND EVALUATION AND ITS RELATIONSHIP TO CUSTOMERS PURCHASE INTENTION. S2 thesis, UAJY.

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Abstract

The aims of this research study are to examine first the performance of consumers in identifying the correct country of origin of different brands of Laptop. Next, to investigate the factors facilitate the correct brand origin classification. Then, to identify the implication of correct or incorrect or don't know brand origin classification on the brand evaluation. And finally, to determine the relationship between purchase intention and brand evaluation. The results from the sample in Yogyakarta specify that consumers' ability to classify the laptop brands correctly according to their own origin is limited. Customers prefer misclassification or even don't know. Moreover, the degree of involvement with the product category involved impact positively on the performance of customers to well identify the correct country of origin of the brand. However there is not differences for the customer brand origin classification according the brand is from dominant nor non dominant country. Additionally, the brand evaluation really differ from correct, wrong and don't know for some brands but this difference do not apply for all brands. the last finding from this research study is that consumer purchase intention is strongly related to the brand evaluation.

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