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

Andrea Chandra and Mochammad Riyadh Rizky Adam ()
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Andrea Chandra: Swiss German University
Mochammad Riyadh Rizky Adam: Swiss German University

A chapter in Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024), 2024, pp 477-490 from Springer

Abstract: 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.

Keywords: Corporate-Brand Credibility; Corporate-Brand Origin; Self-Image Congruence; Purchase Intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-585-0_32

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