Discovering Chinese Product Strategies on Stimulating Attitude and Intention: Involvement of Innovation, Country-of-Origin and Knowledge

Ramadania, Rianti Ardana Reswari and Endang Dhamayantie
Additional contact information
Ramadania: Universitas Tanjungpura, Indonesia
Rianti Ardana Reswari: Universitas Tanjungpura, Indonesia
Endang Dhamayantie: Universitas Tanjungpura, Indonesia

Managing Global Transitions, 2018, vol. 16, issue 3 (Fall), 215-234

Abstract: Globalization has succeeded in broadening consumers’ choice via technological assistance which provides sufficient variety of information. Companies shall face competition, both at domestic and international level, which is more intensified than prior to globalization. Chinese brands are increasingly popular overseas and reaching out to compete with other global brands. Global consumers are also continuously looking up for newest product innovations yet having the lowest price tag in the market. Their search brings about knowledge and attention on Chinese brands. This research aims to analyse the influence of product innovation, country of origin, and product knowledge on purchase intention through brand attitude. To collect data, close-ended questionnaires were handed over to 100 respondents. The data were then calculated using SmartPLS 3.2.7. The findings indicated that in order to create more favourable brand attitude, a company needs to focus on efforts to generate customer memory about product specification.

Keywords: product innovation; country of origin; product knowledge; brand attitude; purchase intention (search for similar items in EconPapers)
JEL-codes: M3 O3 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.hippocampus.si/ISSN/1854-6935/16.215-234.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgt:youmgt:v:16:y:2018:i:3:p:215-234

Ordering information: This journal article can be ordered from
http://www.mgt.fm-kp.si

DOI: 10.26493/1854-6935.16.215-234

Access Statistics for this article

Managing Global Transitions is currently edited by Jana Hojnik

More articles in Managing Global Transitions from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().