The Impact of Product Cues and Brand Attitude towards Purchase Intention of Automobiles

Abstract

The varying characteristics reflective of the actual diversity in how intentions areconducted have found that intentions are significantly better predictors of purchasebehavior for existing products and durable than for non-durable products. Theseresults are remarkable because, in practice, intentions are often used to predict salesfor new non-durable products, and they are better predictors of behaviors over ashort horizon. Branding is also important because it communicates a brand’s businessproposition. The most successful visual expression of a brand is its core attributes,and a positive emotional relationship between the brand and its audience needs to beestablished. Building a local, regional, or national brand with a clearly defined andunderstood target audience is difficult and even more difficult when a global brand isat stake. Some global brands are strongly associated with their country of origin. Incertain categories, this is part of the essence of the brand. Automobiles are the mostnotable example. The objective of this study is to understand the variables influencingconsumers’ purchase intention related to automobiles. In particular, this study providesinsight into the perception of Malaysian consumers with regards to their purchaseintention of a certain brand of automobiles.