The Impact of Product Cues and Brand Attitude towards Purchase Intention of Automobiles
The varying characteristics reflective of the actual diversity in how intentions are
conducted have found that intentions are significantly better predictors of purchase
behavior for existing products and durable than for non-durable products. These
results are remarkable because, in practice, intentions are often used to predict sales
for new non-durable products, and they are better predictors of behaviors over a
short horizon. Branding is also important because it communicates a brand’s business
proposition. The most successful visual expression of a brand is its core attributes,
and a positive emotional relationship between the brand and its audience needs to be
established. Building a local, regional, or national brand with a clearly defined and
understood target audience is difficult and even more difficult when a global brand is
at stake. Some global brands are strongly associated with their country of origin. In
certain categories, this is part of the essence of the brand. Automobiles are the most
notable example. The objective of this study is to understand the variables influencing
consumers’ purchase intention related to automobiles. In particular, this study provides
insight into the perception of Malaysian consumers with regards to their purchase
intention of a certain brand of automobiles.
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