Artikel B12 Local brand origin knowledge of young consumers in a developing country

Sulaimiah, Sulaimiah and SULHAINI, SULHAINI and RUSDAN, RUSDAN Artikel B12 Local brand origin knowledge of young consumers in a developing country. Int. J. Applied Management Science.

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The aim of the study was to explore local brand origin knowledge among young consumers in a developing country, specifically Indonesia. The study followed inductive logic and qualitative approaches. The research process was characterised by a hermeneutic process through which the search for meaning and understanding moved from pre-understandings to understandings on a higher level. The study relied on a small number of young consumers who had a very limited knowledge of local brands. The study suggests that young consumers in a developing country do not seek to find information on brand origin. They misclassified local brands based on their evaluation of the brand name, brand associations and the image of their home country and the misperceived country of origin. The paper is valuable for local brand owners seeking strategies to enhance competitiveness in the domestic market. They need to develop positive brand associations since it will lead to a more favourable home country image of and greater commitment to their brands.

Item Type: Article
Keywords (Kata Kunci): local brand origin knowledge; brand associations; home countryimage; brand commitment.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi
Depositing User: Dra Sulaimiah Sulaimiah,M.Si
Date Deposited: 11 Dec 2020 02:22
Last Modified: 11 Dec 2020 02:22

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