Interaction Effect of Country of Manufacture and Brand Awareness on Malaysian Young Adults Purchase Intention of Low Involvement Product

• Published in: Marketing Instytucji Naukowych i Badawczych Vol. 39; no. 1; pp. 67 - 92
• Main Authors: Lim, Chui Seong, Hong, Kay Tze, Wong, Siew Chin, Yee, Louisa Hew Wei
• Format: Journal Article
• Language: English
• Published: Sciendo 01.03.2021
• Subjects: Brand Awareness; Country of Manufacture; Importance and Performance Matrix (IPMA); Interaction; Low Involvement Product; M31
• ISSN: 2353-8414; 2353-8414
• DOI: 10.2478/minib-2021-0004

This study aims to examine the interaction effect of country of manufacture and brand awareness, packaging and price impact on the purchase intention of toothpaste among young adults in Malaysia. As previous studies show, the country of origin should not be taken as a single clue, as it exaggerates the country of origin effect. This study evaluates the effect of the country of origin effect on the low-involvement good (toothpaste). The Cue Utilization Theory was used to explain how the consumer uses product cues to rate a product before making a purchase decision. Study data are analysed using SmartPLS. The results of this study showed that all variables influence consumer purchase intention for toothpaste. IPMA analysis showed that the interaction effect of the country of manufacture and brand awareness are important factors.