The impact of ethnocentrism and country of origin to the customer purchase intention towards the local fashion brands

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The impact of ethnocentrism and country of origin to the customer purchase intention towards the local fashion brands

Hendra - Personal Name; Sjafei, Netta J. - Personal Name;

The emerging trend of gathering various brands of fashion and creative products inrnone retail area that?s targeting young audience keeps growing, especially in Jakarta.rnBut they also have some threat from foreign fashion brands in order to survive,rnespecially because of the AFTA. This research is conducted to see the impact ofrnethnocentrism and country origin on the attitude and purchase intention towards thernlocal fashion brand. The research methods applied in this study are qualitative andrnquantitative analysis. The data is obtained through questionnaire, interview, andrnliterature research. The analysis involves some local fashion brand retailer in Jakarta,rnwhich is LEVEL ONE, Brightspot Market, Goods Dept, MAZEE, and Manekineko. Itrnis proven that the consumer ethnocentrism positively influence the attitude andrnpurchase intention towards the local fashion brand, and the country of originrnsignificantly influence the attitude and purchase intention towards the local fashionrnbrand.

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Series Title: -
Call Number: 961
Publisher: : Swiss German University., 2011
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): IBA
Specific Detail Info: -
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