IDEAS home Printed from https://ideas.repec.org/a/ids/ijbpsc/v13y2022i1p89-108.html
   My bibliography  Save this article

The role of culture adoption in moderating the influence of country image, corporate image, brand image on brand attitude and purchase intention toward foreign brands

Author

Listed:
  • Budhi Haryanto
  • Joseph Aditya Pandu Gunawan
  • Rakotoarisoa Maminirina Fenitra
  • Ansar Abbas

Abstract

This study examines the role of cultural adoption in moderating the relationship of country image to corporate image and brand image to brand attitude and purchase intention to foreign brands. During the COVID-19 pandemic, data collection was conducted online for Indonesian people interested in the Japanese restaurant Sushi Tei. The data collected from 171 respondents were analysed with partial least squares structural equation modelling (PLS-SEM). The results indicate that only corporate image and brand image were found to significantly affect brand attitude and purchase intention, while country image was insignificant. Furthermore, in the moderation test, the homologiser moderation effect was found. Culture adoption did not moderate any relationships between the conceptualised variables, but what was found was a significant relationship between culture adoption and brand attitude. The mediation test found that brand attitude partially mediated the relationship between corporate image, brand image, and purchase intention. This study also discusses its implications, both theoretically and practically, and its implications for future studies.

Suggested Citation

  • Budhi Haryanto & Joseph Aditya Pandu Gunawan & Rakotoarisoa Maminirina Fenitra & Ansar Abbas, 2022. "The role of culture adoption in moderating the influence of country image, corporate image, brand image on brand attitude and purchase intention toward foreign brands," International Journal of Business Performance and Supply Chain Modelling, Inderscience Enterprises Ltd, vol. 13(1), pages 89-108.
    • Handle: RePEc:ids:ijbpsc:v:13:y:2022:i:1:p:89-108
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=122437
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbpsc:v:13:y:2022:i:1:p:89-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=341 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.