The Antecedents and Consequences of Korean Brand Equity in Myanmar: Focusing on Country of Origin Image and Advertising Awareness

2021 ◽  
Vol 25 (3) ◽  
pp. 87-115
Author(s):  
Thunt Htut Oo ◽  
Sung-Hoon Jung ◽  
Keon-Hyeong Lee
Keyword(s):  
Brand Equity ◽  
Country Of Origin ◽  
Antecedents And Consequences ◽  
Country Of Origin Image

scholarly journals Analisis Pengaruh Ekuitas Merek, Preferensi Merek, dan Harga Dengan Citra Negara Asal sebagai Variabel Moderasi Terhadap Minat Pembelian Laptop Oleh Mahasiswa di Kota Batam

2017 ◽  
Vol 4 (2) ◽  
pp. 211-226
Author(s):  
Lily Purwianti ◽  
Mehdar Badrus Zaman
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Country Of Origin ◽  
Brand Preference ◽  
Independent Variables ◽  
Price Data ◽  
Country Of Origin Image ◽  
Moderating Role ◽  
Program Version

The main purpose of this study is to investigate the relationships among brand equity, brand preference, price and purchase intention. Moreover secondary aim of this research is examining the moderate role of country of origin image. Independent variables used in this research are brand equity, brand preference and price. Data were collected from 500 students in Batam who recognized the selected brand of laptop using judgmental sampling from 5 universities they are Universitas Putera Batam, Universitas Riau Kepulauan, Politeknik Negeri Batam, Universitas Internasional Batam, and Universitas Batam. Hypotheses were tested using SPSS program version 21. Results indicated that brand equity, brand preference and price positively influence consumer’s purchase intention. But results unsupported moderating role of country of origin image in the relationships among brand equity, brand preference and purchase intention. Keywords: brand equity, brand preference, price, country of origin and purchase intention.

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