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

Lim Chui Seong (), Hong Kay Tze (), Wong Siew Chin () and Yee Louisa Hew Wei ()
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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

Marketing of Scientific and Research Organizations, 2021, vol. 39, issue 1, 67-92

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.

Keywords: Country of Manufacture; Brand Awareness; Interaction; Low Involvement Product; Importance and Performance Matrix (IPMA) (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:39:y:2021:i:1:p:67-92:n:3

DOI: 10.2478/minib-2021-0004

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