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...
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| Format: | Article |
| Language: | English English |
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Canadian Center of Science and Education
2014
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| 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 |
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iium-36963 |
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eprints |
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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 |