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Interaction Effect of Country of Manufacture and Brand Awareness on Malaysian Young Adults Purchase Intention of Low Involvement Product

Author

Listed:
  • Lim Chui Seong

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

  • Hong Kay Tze

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

  • Wong Siew Chin

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

  • Yee Louisa Hew Wei

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

Abstract

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.

Suggested Citation

  • Lim Chui Seong & Hong Kay Tze & Wong Siew Chin & Yee Louisa Hew Wei, 2021. "Interaction Effect of Country of Manufacture and Brand Awareness on Malaysian Young Adults Purchase Intention of Low Involvement Product," Marketing of Scientific and Research Organizations, Sciendo, vol. 39(1), pages 67-92, March.
    • Handle: RePEc:vrs:mosaro:v:39:y:2021:i:1:p:67-92:n:3
    DOI: 10.2478/minib-2021-0004
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    More about this item

    Keywords

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

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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