THE WAR OF GLOBAL BRANDS: THE INNOVATOR VS THE CHALLENGER

Authors

  • I Made Sindhu Yoga Universitas Pendidikan Nasional
  • Nyoman Wirajaya Patra

Abstract

The purpose of this study is to explain the influence of brands and countries of origin of consumer attitudes in choosing cell phone products (iPhone and Xiaomi as a representative of two different countries). Hence, this research tries to propose and compares two different models of the brand in the correlation with the brand equity model. The data was collected from Millennial generation respondents, SES A and B who are have spending power, intention to buy and no consideration related to the price but the value of the product itself. The analysis technique used Partial Least Square (PLS). The results showed that the importance of the brand, brand performance, brand image has a positive effect on attitude. The importance of the brand, brand performance, and brand image simultaneously have a positive effect on attitude. Country of origin has a positive effect on purchase intentions. Price and attitude have a positive effect on purchase intention. Country of origin, price and attitude simultaneously have a positive effect on purchase intentions

Downloads

Download data is not yet available.

References

Aaker, A. D. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. The

Free Press: New York

Bagozzi R. P., Yi, Y., & Baumgartner, J. (1990). The level of effort required for behaviour as a moderator of the attitude–behaviour relation. European Journal of Social

Psychology, 20, 45–59.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. 2001. Consumer Behavior. Texas Harcourt

College Publishers

Crosno, J., Freling, T. H., & Skinner, S. J. 2009. Does Brand Social Power Mean Market

Might? Exploring the Influence of Brand Social Power on Brand Evaluations. Psychology and Marketing 26(2):91 - 121

De Meulenaer, S., Dens, N., & De Pelsmacker, P. (2015). Which cues cause consumers to perceive brands as more global? A conjoint analysis. International Marketing Review,

(6), 606-626.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior

(8thed.).FortWorth, TX: The Dryden Press.

Franz Blechschmidt. 2019. How to Choose a Pricing Strategy for Your Product. https://medium.com/@info_26797/how-to-choose-a-pricing-strategy-for-your-

product-f134b728bf56

Gogoi, B. (2013), Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel, International Journal of Sales & Marketing, Vol. 3,

Issue 2, Jun 2013, 73-86

Hair Jr., J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis

(7th ed.). Upper Saddle River, NJ: Pearson.

Hawkins, D.I., dan Mothersbaugh, D.L. (2010) Consumer Behavior: Building Marketing

Strategy.11th edition. McGraw-Hill, Irwin

Keller, Kevin Lane. 2013. Strategic Brand Management: Building, Measuring, and

Managing Brand Equity. Fourth Edition. New Jersey: Pearson Education, Inc

Koschate-Fischer N., Stefan, I. V., & Hoyer, W. D. 2012. Willingness to Pay for Cause

Related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research 49(6):910-927

Kotler, P & Keller, K. L. 2012. Marketing Management. New Jersey: Prentice Hall.

Kwon, N. (2007). “Coming Attractions: Generation Y”. Food and Food Industries – Grocery

Trade, 121, No. 5, pp.41, 43, 45.

Noel, H. 2009. Consumer behavior. Switzerland: AVA Publishing SA.

Özsomer, A. (2012). The interplay between global and local brands: A closer look at perceived brand globalness and local iconness. Journal of International Marketing,

(2), 72-95.

Pham, S. 2019. Trump's 'love fest' with China won't end the trade war. https://edition.cnn.com/2019/10/14/business/us-china-trade-deal/index.html

Ramayah, T., Lee, J. W. C., & Mohamad, O. (2010). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling,

, 1.419–1.427.

Riduwan, & Kuncoro, A., E. 2014. Cara Menggunakan dan Memakai Path. Analysis

(Analisis Jalur). Cetakan ke-6. Bandung: Alfabeta.

Sangadji, E., M & Sopiah. (2013). Perilaku Konsumen – Pendekatan Praktis disertai.

Himpunan Jurnal Penelitian. Yogyakarta: Penerbit ANDI.

Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W.,Fatima, M. and Sherazi., K.(2012), The Impact of Brands on Consumer Purchase Intentions, Asian Journal of Business Management 4(2): 105-110

Skitmore, M., & Smyth, H. 2007. Pricing construction work: a marketing viewpoint.

Construction Management and Economics (June 2007)25, 619–630

Solomon, M. R. 2018. Consumer Behavior. Buying, Having, and Being. Twelfth Edition.

Harlow, England: Pearson

Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.

Yoga & Paramartha. 2018. Attitude, Intention, and Consumer Behaviour of Millennial

Generation toward Location-Based SMS Advertising. International Research Journal of Management, IT & Social Sciences. 5 No. 6, November 2018, pages: 60~70.

Varshney, S., & Joy, J. (2015). Consumer attitudes toward mobile marketing and its impact on customers. International Journal of Information, Business and Management, 7(2),

Wong, C. Y., Polonsky, M., & Garma, R. 2008. The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers’ product assessments. Asia Pacific Journal of Marketing and Logistics

(4):455-478

Downloads

Published

2020-05-05

How to Cite

1.
Yoga IMS, Patra NW. THE WAR OF GLOBAL BRANDS: THE INNOVATOR VS THE CHALLENGER. j.imb [Internet]. 2020May5 [cited 2024Jun.23];4(2):68-8. Available from: https://journal.undiknas.ac.id/index.php/manajemen/article/view/2320

Issue

Section

Articles