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The Impacts of Corporate-Brand Credibility, Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: the Case of Pt Mustika Ratu TBK Indonesia

In: Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

Author

Listed:
  • Andrea Chandra

    (Swiss German University)

  • Mochammad Riyadh Rizky Adam

    (Swiss German University)

Abstract

Companies have historically used corporate branding to establish and maintain their uniqueness, stakeholder preferences, and other characteristics of their business. Marketers also encourage the use of corporate branding to influence consumers’ positive perceptions of existing and new products. This study involves a quantitative approach (i.e., multiple regression analysis). SPSS software is required for data analysis. The purpose of this study is to investigate the effects of corporate-brand credibility, corporate-brand origin, and self-image congruence on the intention to purchase products of PT Mustika Ratu Tbk., a well-established and popular herbal and cosmetic company in Indonesia. The results of this study show that corporate-brand credibility does not affect purchase intentions, except for the other two variables.

Suggested Citation

  • Andrea Chandra & Mochammad Riyadh Rizky Adam, 2024. "The Impacts of Corporate-Brand Credibility, Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: the Case of Pt Mustika Ratu TBK Indonesia," Advances in Economics, Business and Management Research, in: Soebowo Musa & Eric J. Nasution & Derek Ong Lai Teik & Hanny N. Nasution & Gilbert M. Tumibay & Amiz (ed.), Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), pages 477-490, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-585-0_32
    DOI: 10.2991/978-94-6463-585-0_32
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