Riding the Country, Buying the Brand: How Country-of-Origin Image Drives the Purchase Behavior of Big Motorcycle in Indonesia
Suharyanti, B. S. Wijaya & M. Rostika
DOI: http://dx.doi.org/10.5539/ass.v11n27p185
Abstract: This paper examines the role of country-of-origin image (COO image) values in the process of purchase decision making of big motorcycle consumers in Indonesia. Referring to the COO image values such as Authenticity, Differentiation, Quality Standard and Expertise, as well as the elements of purchase decision making process such as Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision and Post Purchase Decision, researchers conducted in-depth interviews to five Triumph big motorcycle consumers. The results show that the authenticity of the British-made product is the main consideration of Continue reading
Planted with Word-of-Mouth, Flourished with Social Media Communications: How a Small Business Brand in Indonesia Grows Globally in the ‘Land’ of Branderpreneurship
by: B. S. Wijaya & A. H. Sutawidjaya
Abstract: The power of communications through Word-of-Mouth (WOM) and the efficacy of social media in communicating the brand values are also used by Small and Medium Enterprises (SME) or small business brands in Indonesia. This research examines a small business brand, Maicih Spicy Chips (known with the global brand ‘Spicy Granny’), which is able to demonstrate a phenomenal performance, with the spirit of Continue reading
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