Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food

Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers impr...

Full description

Bibliographic Details
Main Authors: Charraz Othman, Charraz, Rahman, Muhammad Sabbir
Format: Article
Language:English
English
Published: Canadian Center of Science and Education 2014
Subjects:
Online Access:http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/1/Modern_applied_science.pdf
http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf
id iium-36963
recordtype eprints
spelling iium-369632017-09-21T06:34:57Z http://irep.iium.edu.my/36963/ Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food Charraz Othman, Charraz Rahman, Muhammad Sabbir HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers improve their personal wellness, fast food restaurants should consider various organic meals into their extended services. Indeed, this work intends to weigh into the proposed factor (TPB constructs; subjective norm and perceived dominance and brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food in Malaysian perspective. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase normally, sincerity, competence and sophistication. Hence, the outcome proposed that the strongest ingredients in this relation are sincerity. Therefore,the researchers agreed that fast food operators may successfully incorporate brand personality variables such as sincerity, competence and sophistication to influence on the formation of customers’ intention of organic fast food. Hence, this study successfully develop theoretical and pragmatic aspects to discover the purchase intention of organic fast food on the perspective of Malaysian consumers’. Canadian Center of Science and Education 2014-05-01 Article PeerReviewed application/pdf en http://irep.iium.edu.my/36963/1/Modern_applied_science.pdf application/pdf en http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf Charraz Othman, Charraz and Rahman, Muhammad Sabbir (2014) Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food. Modern Applied Science, 8 (3). pp. 92-106. ISSN 1913-1844 (P), 1913-1852 (O) http://dx.doi.org/10.5539/mas.v8n3p92 10.5539/mas.v8n3p92
repository_type Digital Repository
institution_category Local University
institution International Islamic University Malaysia
building IIUM Repository
collection Online Access
language English
English
topic HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
spellingShingle HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
Charraz Othman, Charraz
Rahman, Muhammad Sabbir
Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
description Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers improve their personal wellness, fast food restaurants should consider various organic meals into their extended services. Indeed, this work intends to weigh into the proposed factor (TPB constructs; subjective norm and perceived dominance and brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food in Malaysian perspective. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase normally, sincerity, competence and sophistication. Hence, the outcome proposed that the strongest ingredients in this relation are sincerity. Therefore,the researchers agreed that fast food operators may successfully incorporate brand personality variables such as sincerity, competence and sophistication to influence on the formation of customers’ intention of organic fast food. Hence, this study successfully develop theoretical and pragmatic aspects to discover the purchase intention of organic fast food on the perspective of Malaysian consumers’.
format Article
author Charraz Othman, Charraz
Rahman, Muhammad Sabbir
author_facet Charraz Othman, Charraz
Rahman, Muhammad Sabbir
author_sort Charraz Othman, Charraz
title Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
title_short Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
title_full Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
title_fullStr Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
title_full_unstemmed Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
title_sort investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
publisher Canadian Center of Science and Education
publishDate 2014
url http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/1/Modern_applied_science.pdf
http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf
first_indexed 2023-09-18T20:53:01Z
last_indexed 2023-09-18T20:53:01Z
_version_ 1777410120373764096