The Effect Of Country Image, Company Image, Brand Image, Mediated By Brand Attitude on Buying Intentions Of Wuling And Dfsk Brand In Surabaya

Rasyid, Reizano Amri and Chusnaini, Azmil and Candraningrat, . and Yusuf, Mochammad Irfan (2022) The Effect Of Country Image, Company Image, Brand Image, Mediated By Brand Attitude on Buying Intentions Of Wuling And Dfsk Brand In Surabaya. JMM17: Jurnal Ilmu Ekonomi dan Manajemen, 9 (1). pp. 69-78. ISSN 2355-7435

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Official URL: https://jurnal.untag-sby.ac.id/index.php/jmm17/art...

Abstract

This study aims to examine and investigate the effects of the Chinese automotive product brand on the Indonesian market. Based on the literature relating to the image of the country and the influence of the country of origin, a research model was developed to evaluate the image of the country, the image of the company and the image of the brand. To test models and investigate the influence of country, company and brand image on brand attitudes and purchase intentions, investigate the influence of country, company and brand image on brand attitudes and purchase intentions. State image consists of four dimensions: political image, economic image, citizen image and image of state relations. This research is expected to provide information and theoretical evidence for research on China's image, especially regarding Wuling and DFSK brand products, and also provide empirical evidence to support the "go global" strategy of Chinese companies.

Item Type: Article
Uncontrolled Keywords: Country Image, Corporate Image, Brand Attitude, Purchase Intention, China
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Economics and Business > Program Study of Management
Depositing User: Mr. . Adit
Date Deposited: 14 Sep 2022 08:05
Last Modified: 14 Sep 2022 08:05
URI: http://repository.unusa.ac.id/id/eprint/8841

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