Testing the Costumers’ Purchase Intention of an Artificial Sweetener Product: Do Brand Image Have an Effect?

Abstract

Indonesia has been ranked fifth as the country with the highest number of diabetics in the world and third in Asia (Susilawati & Rezkisari, 2015) and diabetic is a type of fourth-most deadly disease in this archipelago country (Widowati, 2015). By seeing these facts, producers of low-sugar or sugar-free products should have an excellent opportunity to educate public about the dangers of excessive sugar consumption and its impact on health, while offering their products. Abstract