BRAND HERITAGE, CORPORATE REPUTATION AND BRAND IMAGE ON BUYING INTENTION
DOI:
https://doi.org/10.37802/jamb.v1i1.59Keywords:
Brand Heritage, Corporate Reputation, Brand Image, Buying IntentionAbstract
This study aims to prove empirically how these three factors can influence purchasing decisions. This research model involves several variables of brand heritage, corporate reputation, purchase intention and brand image as additional variables. This research proves that brand heritage is still an important driver of customer purchase intentions or intentions. Similar results also occur in corporate reputation that supports this view that corporate reputation has a positive influence on buying intentions for Datsun products, and brand image that also influences consumers to buy Datsun products.
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References
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[4] N. Y. Jung and Y. K. Seock, “The impact of corporate reputation on brand attitude and purchase intention,� Fash. Text., vol. 3, no. 1, 2016, doi: 10.1186/s40691-016-0072-y.
[5] V. Pires and G. Trez, “Corporate reputation,� Rev. Gestão, vol. 25, no. 1, pp. 47–64, 2018, doi: 10.1108/rege-11-2017-005.
[6] S. M. C. Loureiro, E. M. Sarmento, and G. Le Bellego, “The effect of corporate brand reputation on brand attachment and brand loyalty: Automobile sector,� Cogent Bus. Manag., vol. 4, no. 1, 2017, doi: 10.1080/23311975.2017.1360031.
[7] A. Vahabzadeh, H. Vatanpour, R. Dinarvand, A. Rajabzadeh, J. Salamzadeh, and M. Mohammadzadeh, “Impact of corporate reputation on brand differentiation an empirical study from Iranian pharmaceutical companies,� Iran. J. Pharm. Res., vol. 16, no. 4, pp. 1658–1670, 2017, doi: 10.22037/ijpr.2017.2128.
[8] R. Santoso, R. Shinta, and A. Y. A. Fianto, “Composing Marketing Mix for Better Destination Brand in Jawa Timur, Indonesia,� Maj. Ekon., vol. XXIV, no. 1411, pp. 158–167, 2019.
[9] B. Ranjbarian, A. Sanayei, M. R. Kaboli, and A. Hadadian, “An Analysis of Brand Image, Perceived Quality, Customer Satisfaction and Re-purchase Intention in Iranian Department Stores,� Int. J. Bus. Manag., vol. 7, no. 6, Mar. 2012, doi: 10.5539/ijbm.v7n6p40.
[10] H. H. Chovanová, A. I. Korshunov, and D. Bab�anová, “Impact of Brand on Consumer Behavior,� Procedia Econ. Financ., vol. 34, no. 15, pp. 615–621, 2015, doi: 10.1016/s2212-5671(15)01676-7.
[11] T. Djatmiko and R. Pradana, “Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision,� Procedia - Soc. Behav. Sci., vol. 219, pp. 221–227, 2016, doi: 10.1016/j.sbspro.2016.05.009.
[12] T. S. Erdil, “Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing,� Procedia - Soc. Behav. Sci., vol. 207, pp. 196–205, 2015, doi: 10.1016/j.sbspro.2015.10.088.
[13] R. Santoso, R. Shinta, and A. Y. A. Fianto, “Pengaruh Bauran Pemasaran Jasa terhadap Keputusan Berkunjung ke Wisata Bahari Jawa Timur,� Manaj. dan Bisnis, vol. 4, pp. 1–14, 2019.
[14] M. R. Jalilvand and N. Samiei, “The Effect of electronic Word of Mouth on Brand Image and Purchase Intention: An Empirical Study in The Automobile Industry in Iran,� Mark. Intell. Plan., vol. 30, no. 4, pp. 460–476, Jun. 2012, doi: 10.1108/02634501211231946.
[15] Q. Bian and S. Forsythe, “Purchase intention for luxury brands: A cross cultural comparison,� J. Bus. Res., vol. 65, no. 10, pp. 1443–1451, Oct. 2012, doi: 10.1016/j.jbusres.2011.10.010.
[16] A. Mongi, Lidya; Mananeke, Lisbeth; Repi, “Kualitas Produk, Strategi Promosi dan Harga Pengaruhnya Terhadap Keputusan Pembelian Kartu Simpati Telkomsel di Kota Manado,� J. EMBA, vol. 1, no. 4, pp. 2336–2346, 2013, doi: 10.1055/s-0032-1328522.
[17] F. Musay, “Pengaruh Brand Image Terhadap Keputusan Pembelian (Survei Pada Konsumen Kfc Kawi Malang),� J. Adm. Bisnis S1 Univ. Brawijaya, vol. 3, no. 2, pp. 1–7, 2013.
[18] P. Sari, Hutami Permita; Rahmawati, “Pengaruh Citra Merek, Fitur, dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Pada Konsumen Smartphone Xiaomi di DIY),� J. Manaj. Bisnis Indones., vol. 5, no. 3, pp. 222–237, 2016, doi: 10.1007/s00106-016-0261-4.
[19] Vivil Yazia, “Pengaruh Kualitas Produk, Harga dan Iklan Terhadap Keputusan Pembelian Handphone Blackberry (Studi Kasus Blackberry Center Veteran Padang),� Economica, vol. 2, no. 2, pp. 165–173, 2014.
[20] R. R. Adetunji, M. R. Sabrina, and I. M. Sobhi, “User-Generated Contents in Facebook, Functional and Hedonic Brand Image and Purchase Intention,� SHS Web Conf., vol. 33, p. 00084, 2017, doi: 10.1051/shsconf/20173300084.
[21] R. Imtiaz, S. Q. Ul Ain Kazmi, M. Amjad, and A. Aziz, “The impact of social network marketing on consumer purchase intention in pakistan: A study on female apparel,� Manag. Sci. Lett., vol. 9, no. 7, pp. 1093–1104, 2019, doi: 10.5267/j.msl.2019.3.015.
[22] C. Nam, H. Dong, and Y. A. Lee, “Factors influencing consumers’ purchase intention of green sportswear,� Fash. Text., vol. 4, no. 1, 2017, doi: 10.1186/s40691-017-0091-3.
[23] E. Setiadi, M. Adiwijaya, and H. Subagio, “The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling,� Petra Int. J. Bus. Stud., vol. 1, no. 2, pp. 70–79, 2018, doi: 10.9744/ijbs.1.2.70-79.
