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Local brand origin knowledge of young consumers in a developing country

Author

Listed:
  • Sulhaini
  • Rusdan
  • Rahman Dayani
  • Sulaimiah
  • Baiq Ismiwati

Abstract

The aim of the study was to explore local brand origin knowledge among young consumers in a developing country, specifically Indonesia. The study followed inductive logic and qualitative approaches. The research process was characterised by a hermeneutic process through which the search for meaning and understanding moved from pre-understandings to understandings on a higher level. The study relied on a small number of young consumers who had a very limited knowledge of local brands. The study suggests that young consumers in a developing country do not seek to find information on brand origin. They misclassified local brands based on their evaluation of the brand name, brand associations and the image of their home country and the misperceived country of origin. The paper is valuable for local brand owners seeking strategies to enhance competitiveness in the domestic market. They need to develop positive brand associations since it will lead to a more favourable home country image of and greater commitment to their brands.

Suggested Citation

  • Sulhaini & Rusdan & Rahman Dayani & Sulaimiah & Baiq Ismiwati, 2019. "Local brand origin knowledge of young consumers in a developing country," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 11(1), pages 72-90.
    • Handle: RePEc:ids:injams:v:11:y:2019:i:1:p:72-90
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    Citations

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    Cited by:

    1. Sutisna Sutisna & Tata Rustandi, 2023. "Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?," International Review of Management and Marketing, Econjournals, vol. 13(3), pages 9-15, May.
    2. Sulhaini Sulhaini & Rinuastuti Baiq Handayani & Sakti Dwi Putra Buana, 2019. "The halo effect of foreign brands on the misclassification of local brands," Management & Marketing, Sciendo, vol. 14(4), pages 357-371, December.

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