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DOES COUNTRY OF ORIGIN MATTER TO PURCHASE INTENTION
OF LOCAL AND INTERNATIONAL COSMETIC AMONG WOMEN
CUSTOME
ROBITAH BINTI ABU
UNIVERSITI TEKNOLOGI MALAYSIA
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No 2 Lorong Mewah 15,
Bandar Tun Razak Cheras,
50672 Kuala Lumur
07 !e"em#er 201507 !e"em#er 2015
$%$$&'N ( $%M 1 2015)2016
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+& -s here#. & alread. read h-s sud. and /or m. o-n-on h-s sud. -s enough
#ased on he s"oe and he ual-. /or he urose !egree o/ Ba"helor o/
Marke-ng Managemen
$-gnaure(
$uer3-sor( 4hmad $har-/udd-n #-n $hamsudd-n
!ae( 07 !e"em#er 2015
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DOES COUNTRY OF ORIGIN MATTER TO PURCHASE INTENTION
OF LOCAL AND INTERNATIONAL COSMETIC AMONG WOMENCUSTOME
ROBITAH BINTI ABU
SX105392HFD04
A !"#$# #%&'$"( $) *%+*$++'") ,* !" -".%$-"'") *,- !" //-( ,* !"
D"-"" *,- B/!"+,- ,* M/)/"'") M/-"$)
a"ul. Managemen and uman Resour"e !e3elomen
U)$6"-#$$ T"),+,$ M/+/7#$/
D""'&"- 2015
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+& de"lare ha h-s en-led 8!oes "ounr. o/ or-g-n maer o ur"hase -nen-on
o/ lo"al and -nerna-onal "osme-" among women "usomer9 -s he resul o/ m.
own resear"h e:"e as "-ed -n he re/eren"es; The hes-s has no #een a""eed o/
an. degree and - no "urrenl. su#m-ed -n "and-daure o/ an. oher degree +
$-gnaure( ;
Name ( R'B&T4 B&NT& 4B<
!ae ( 1= M4> 2015
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or m. lo3el. hus#and, m. /aher and m. son and o/ "ourses m. /am-l. /or he-r
suor and ad3-"e hroughou "omlee m. hes-s
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ACKNOWLEDGMENTS
?ra-se o 4llah he 4lm-gh., /or h-s #less-ng and gu-dan"e /or g-3-ng me he
-ns-ra-on o em#ark on h-s hes-s and -ns-ll-ng me he srengh o /-n-sh m.
8?ro@ek sar@ana Muda 4kh-r9 $!*A12 ; & would l-ke o e:ress m. gra-ude o
who ha3e heled me -n one wa. or anoher -n he lann-ng, #ra-nsorm-ng, and
wr--ng and "onr-#ued o he "omle-on o/ h-s ro@e";
-rsl., #-g hanks are addressed o m. hes-s ad3-sors %n"-k; 4hmad $har-/udd-n
/or h-s "ommens, gu-dan"e and ad3a-"e -n he reara-on o/ h-s ro@e"; -s
knowledge and hel has reall. #een use/ul wh-le mak-ng h-s hes-s su"h h-s k-nd
en"ouragemens, generos-., and a-en"e -n ro3-d-ng 3alua#le "ommens and
re"ommenda-ons on e3er. earl-er dra/; -hou h-m, h-s resear"h would no
ha3e #een su""ess/ull. "arr-ed ou;
&9m also grae/ul o m. /am-l. and /r-ends /or he-r a-en"e and "ooera-on
dur-ng he en-re reor mak-ng ro"ess; The dee are"-a-ons are alsoaddressed owards all he eole who had read and ga3e he -n/orma-on and
ad3-"e ha ha3e made h-s ro@e" oss-#le; -nall. & l-ke o e:end m.
are"-a-on o
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Ka@-an ke aas kosme-k elah mendaa erha-an .ang le#-h er#ukan #ukan saha@a
dar-ada engguna, engeluar dan erun"-, ea- @uga dar-ada -hak #erkuasa .ang
mengawal -ndusr- -n-; ?un"a dan ak-#a dar-ada enggunaan roduk mendaa erha-an ea- emahaman erkem#angann.a ham-r -dak d-eroka-; Tea- mas-h, dar-
ahun ke ahun, @ualan kosme-k elah menun@ukkan erum#uhan .ang #ererusan;
?esera -ndusr- ada masa k-n- elah memel#aga-kan endekaan emasaran mereka
#ukan saha@a unuk asaran rad-s-onal wan-a, ea- k-n- @uga unuk asaran lelak- @uga;
Ka@-an -n- men.-asa engaruh C'' dengan /akor em#olehu#ah mereka( -me@ negara,
ar-o-k dan engeahuan roduk keada keuusan em#el-an d-kalangan kak-angan
Telekom Kak-angan Mala.s-a dalam enggunaan kosme-k emaan dan anara#angsa;
T-n@auan erhada 21 resonden dengan menggunakan soal sel-d-k se"ara elahd-@alankan d- kalangan anggoa TM d- Menara TM Dalan ?ana- Bahru, Kuala Lumur,
ka@-an -u @uga unuk mendedahkan kesan C'' erhada n-a em#el-an d-kalangan
kak-angan TM #erkenaan enggunaan kosme-k emaan dan anara#angsa
ABSTRACT
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$ud-es on "osme-" ha3e re"e-3ed more aen-on no onl. /rom users, rodu"ers,
rea-lers, #u also /rom he auhor--es ha are go3ern-ng he -ndusr.; The
"onseuen"es o/ he rodu" usage re"e-3ed "ons-dera#le aen-on #u
undersand-ng o/ -s de3elomen -s hardl. e:lored; Bu s-ll, /rom .ear o .ear,
he sales o/ "osme-"s ha3e demonsraed he "on-nued growh; The -ndusr.
la.ers nowada.s ha3e d-3ers-/-ed he-r marke-ng aroa"hes no onl. o he
rad--onal /emale marke, #u also o male marke as well; Th-s sud. o -n3es-gae
he -n/luen"e o/ he C'' w-h he-r 3ar-a#le /a"or( he -mage o/ he "ounr.,
ar-o-" and rodu" knowledge on he Telekom Mala.s-a $a// ur"hase de"-s-on
-n lo"al and -nerna-onal "osme-" ado-on; 4 sur3e. o/ 21 resondens us-ng
ersonall. adm-n-sered ues-onna-res, was "ondu"ed among he TM sa// a
Menara TM Dalan ?ana- Bahru, Kuala Lumur, The sud. /urher o un"o3er-ng
he C'' e//e" on he TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal
"osme-" ado-on
TABLE OF CONTENTS PAGE
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!e"lara-on o/ $uer3-sor ---
T-le o/ hes-s -3
!e"lara-on o/ Resear"her 3
!ed-"a-on 3-
4"knowledgmens 3--
4#sra" 3---
Ta#le o/ Conens :
L-s o/ Ta#le :--
L-s o/ /-gures :-3
L-s o/ $.-m#ol :3
1;0 &NTR'!
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2;2 Coo %//e" 'n ?ur"hase &nen-on '/ Lo"al 4nd &nerna-onal
Cosme-" 4do-on =
2;* Counr. '/ 'r-g-n 'n The %3alua-on '/ ?rodu"s 10
2; The Role '/ Com 4nd Co# 'n Coo %//e" 15
*;0 R%$%4RC M%T'!'L'G> 17
*;1 &nrodu"-on 17
*;2 Resear"h ramework 17
*;* Resondens &nsrumens 1A*; Resear"h Resonden '/ $ud. 20
*;5 Resear"h ?ro"edure 22*;6 !aa 4nal.s-s 2*
;0 R%$
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LIST OF TABLE
TABLE TITLE PAGE
T/&+" 38381 Num#er o/ Resondens ?oula-on and samle
T/&+" 38581 Ra-ng s"ale "aegor.
T/&+" 48281 reuen". !-sr-#u-on and ?er"enage o/ 15
Resondens on &nerna-onal "osme-"
T/&+" 48282 reuen". !-sr-#u-on and ?er"enage o/ 15
Resondens on Lo"al "osme-"
T/&+" 48283 reuen". !-sr-#u-on and ?er"enage o/ 15
Resondens on &nerna-onal "osme-" ado-on
-/ lo"al "osme-" ha3e same r-"e
T/&+" 48284 reuen". !-sr-#u-on and ?er"enage o/ 16
Resondens on &nerna-onal "osme-" ado-on
-/ lo"al "osme-" ha3e #eer ual-.
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1*
T/&+" 48381$ '#ser3a-on o/ C'' -n/luen"ed #. Counr. &mage 16
T/&+" 4838 1$$ '#ser3a-on o/ C'' -n/luen"ed #. rodu" knowledge 16
T/&+" 4838 1$$$ '#ser3a-on o/ C'' -n/luen"ed #. ar-o-sm 15
LIST OF TABLE
TABLE TITLE PAGE
T/&+" 48381 $6 C& $E
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LIST OF FIGURE
FIGURE TITLE PAGE
F$%-" 282 Resear"h Model 5*
F$%-" 23 Trus-ng Bel-e/s and C'' %//e" 5*
F$%-" 382 low"har o/ he Resear"h ramework 5*
F$%-" 383 l-ker s"ale 5*
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LIST OF SYMBOL
SYIMBOL
TM Telekom Mala.s-a Berhad
COO Counr. '/ 'r-g-n
COM Counr. '/ Manu/a"ure
COB Counr. '/ Brand
SPSS V20 $a-s-"al ?a"kage or $o"-al $"-en"es Fers-on 20
S(8 $andard de3-a-on
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CHAPTER 1
INTRODUCTION
1;1 BACKGROUND OF THE STUDY
Re/er o Erickson, G. M., Johansson, J. K., & Chao, P. (1984); &mage 3ar-a#les
-n mul- ar-#ue rodu" e3alua-onsI #e/ore 1=1, a rodu"Js or-g-n was no a
ma@or -ssue; 4/er los-ng -n orld ar &, German e:ors ha3e #een o#l-ged o
ake he %ngl-sh word +Made -n German.; Counr.o/or-g-n mark was -mosed
as a un-shmen /or German -ndusr. and a wa. o hel "onsumers a"ross %uroe
and Norh 4mer-"a o a3o-d he rodu" /rom he
ormer enem.; 4""ord-ng o Lee, J. K., & Lee, W. N. (29). Co!n"r#$o%$
oriin e%%ec"s on cons!'er ro!c" e*a+!a"ion an !rchase in"en"ion +C'' -s
an a##re3-a-on /or he "ounr. o/ or-g-n, wh-"h re/ers o he "ounr. manu/a"ure,
des-gn or assem#les a rodu" ha -s asso"-aed w-h or "losel. relaed; ?eole
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usuall. ha3e os--3e /eel-ngs owards some "ounr-es /or "usom-zed rodu"s
su"h as shoes &al-an, Daanese ele"ron-" al-an"es and German "ars;
&n hese da.s #u.-ng rends ha3e "hanged; Cusomers are more
sens--3e o he sele"-on o/ rodu"s and know wha he. l-ke o #u.; There/ore,
he. do no #u. w-hou h-nk-ng and e3aluae #e/ore mak-ng a de"-s-on; &n
"hoos-ng #eween /ore-gn and domes-" rodu"s, a lo o/ ase"s o #e "ons-dered
#e/ore de"-d-ng o #u., here are se3eral /a"ors ha -n/luen"e "onsumersJ #u.-ng
-nen-ons; 4lhough here are man. arameers o "ons-der when he. wan o
#u. a rodu" l-ke #rand, "olor and des-gn, he "onsumers does no -gnore
e:r-ns-" /a"ors su"h as "ounr. o/ or-g-n;
Mala.s-an sends a#ou
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he rodu" -sel/; Far-ous elemens ha3e a rela-onsh- w-h he "ounr. o/ or-g-n,
su"h as he -mage o/ he "ounr., ar-o-" and rodu" knowledge;
1;2 STATEMENT OF THE PROBLEM
4""ord-ng o he sour"es, M-/ "he Ma+a#sian -n!s"ria+ e*e+o'en" /!"hori"#,
Mala.s-an "onsumers re/er o use -mored "osme-" rodu"s "omared o
domes-" #rands; Thus he oal sales lo"al "osme-"s are s-ll rela-3el. low
"omared o -mored "osme-"; & -s #el-e3ed ha -mored rodu"s w-ll rema-n
-n h-gh demand, ese"-all. among m-ddleand h-gh-n"ome "onsumers #e"ause
he sandard o/ l-3-ng -n Mala.s-a has -n"reased; 4mong -ssues ha needed o #e
addressed "on"erned on he rela-onsh- #eween he ur"hase -nen-on and
rodu" e3alua-on o/ C'' ha e//e" "osme-" usage, The whole ro"ess -n
"osme-" "onsum-on also -n3ol3ed -n know-ng he degree or le3el o/ he
"onsumer awareness owards he e//e"s o/ e:r-ns-" /a"ors; 4noher -moran
"ons-dera-on -s he role C'M and C'B -s 3er. mu"h asso"-aed w-h he C'';
183 PURPOSE OF STUDY
The urose o/ h-s sud. -s o -n3es-gae he -n/luen"e o/ he C'' w-h he-r
3ar-a#le /a"or( he -mage o/ he "ounr., ar-o-" and rodu" knowledge on he
TM $a//, a Menara TM Dalan ?ana- Bahru ur"hase de"-s-on -n lo"al and
-nerna-onal "osme-" ado-on; Th-s sud. also o e:am-ne he #u.-ng #eha3-or
aerns o "omare he e//e" o/ C'' -mage ha -n/luen"e he rodu" e3alua-on
on he #u.-ng #eha3-or #eween lo"al and -nerna-onal "osme-" #u.ers; Bes-des,
& also waned o know he reasons /or hem o adoed lo"al and -nerna-onal
"osme-" rodu";
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183 OB:ECTIVES OF THE STUDY
Th-s sud. -nends o a"h-e3e he /ollow-ng ou"omes(
-; To un"o3er-ng he s-gn-/-"an"e o/ C'' e//e" on rodu" e3alua-on
/or sele"-on o/ "osme-"s rodu" among TM sa//;
--; To -den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM
sa// ur"hase -nen-on o/ lo"al and -nerna-onal "osme-" ado-on
---; To re3eal he rela-onsh- #eween he C'B, C'M and C'';
185 RESEARCH ;UESTION
-; !oes C'' e//e" s-gn-/-"an"e on rodu" e3alua-on /or sele"-on o/
"osme-"s rodu" among TM sa//
--; ha are he 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase
-nen-on o/ lo"al and -nerna-onal "osme-" ado-on
---; ha are he rela-onsh- #eween he C'B, C'M and C''
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18< SIGNIFICANT OF THE STUDY
4""ord-ng o he o-" o/ sud., we "ould know wha are he 3ar-a#les ha e:la-n
he C'' e//e" on TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal "osme-"
ado-on; The s-gn-/-"an here -s we "ould know ha Counr. o/ or-g-n -s a"uall.
are he -n/luen"e o/ "usomer ur"hase -nen-on w-h 3ar-ous e:r-ns-" arameers
ha ha3e an e//e" on h-s -ssue,
The sud. also -den-/-es he C'' e//e" on rodu" e3alua-on /or
sele"-on o/ "osme-"s among women "usomer; Consumer rel. more on C''
-n/orma-on when he. are less -n3ol3ed -n rodu" "aegor. #e"ause C'' -mage
a"s as a s-len ro:. o #ase a #u.-ng de"-s-on raher han #e-ng merel. anoher
-e"e o/ -n/orma-on;
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18= SCOPE OF STUDY
Th-s resear"h w-ll #e "arr-ed ou uon aro:-mael. o3er **0 resondens -n
Telekom Mala.s-a Berhad a Menara TM, Dalan ?ana- Bahru; M. -n3es-ga-on
/o"used on he oula-on ranges /rom age 20 and a#o3e; $-n"e he sud. -s a#ou
C'' e//e" on he TM sa// ur"hase -nen-on o/ lo"al and -nerna-onal
"osme-" ado-on;, so & de"-ded o ha3e grous o/ /emale as m. resondens o
g-3e he-r o-n-on on lo"al and -nerna-onal "osme-" rodu" and w-ll -n"luded
/rom 3ar-ous #a"kground /or more a""urae daa;
The mehod ha & w-ll #e us-ng o "ondu" h-s resear"h #.
d-sr-#ue ues-onna-re o he /emale resondens; The. need o answer se3eral
ues-ons ha relaed o C'' e//e" on TM sa// ur"hase -nen-on o/ lo"al and
-nerna-onal "osme-" ado-on o /ul/-ll he o#@e"-3es and uroses o/ h-s sud.;
& ha3e se m. -me /rame /or a#ou a monh /or d-sr-#u-ng and
"olle"-ng he ues-onna-re; rom he gahered daa, & "ould ro"eed o make he
reor "on"lus-on on he /-nd-ngs resear"h;
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CHAPTER 2
LITERATURE REVIEW
281 OVERVIEW COUNTRY OF ORIGIN EFFECT
%a"h "ounr. has -s own -mage /or e"hnolog-"al e:"ellen"e, rodu" ual-., and
rodu" des-gn and rodu" 3alue /or d-//eren rodu" "aegor-es; Bu "onsumers
g-3e he same -mage -n he "ounr. /or 3ar-ous rodu" "aegor-es; Th-s sereo.e
-s #e"ause o/ he a-ude o/ "era-n "ounr-esI %a'i+iari"# 0i"h "he co!n"r#
(Naashi'a, 19 an Wan an La', 198), Ba"kground o/ he "onsumer,
su"h as he-r demograh-" "hara"er-s-"s and he "hara"er-s-"s o/ he-r "ulure;
Mass med-a "an also /orm he "ounr.Js reua-on as a rodu"er;
The same henomenon also o""urs among "osme-" users -n
Mala.s-a; The -n"reas-ng sandard o/ l-3-ng among Mala.s-ans women has also
-n"reased he le3el demand o/ he "onsumers ese"-all. -n he ur#an areasI oda.
he. are demand a#ou ual-. and sa/e "osme-" rodu"s; Mala.s-an "onsumers
re/er o use -mored sk-n"are rodu"s "omare o lo"al #rands as he. asso"-ae
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A
hem w-h h-gher ual-. han lo"al #rands; 4s he oal 3olume rodu"ed #. he
lo"al -ndusr. -s s-ll rela-3el. low, -mored rodu"s w-ll "on-nue o rema-n -n
h-gh demand ese"-all. /rom he m-ddle and h-gh -n"ome earners;
4 rodu" ara"s -s -mage /rom a 3ar-e. o/ sour"es o/ des-gn,
er/orman"e, #rand and "ounr. o/ or-g-n; C'' -s -moran"e and "an #e
undersood when he rodu" -s -nrodu"ed -n a /ore-gn "ounr. /or he /-rs -me,
or as a re/eren"e or as a un-ue sell-ng reos--on; C'' e//e" -s "aused #. he
halo #u-ld, he "ounr.Js -mage -s "on3ered o a rodu" or #e"ause summar. o/
he #u-ld; ?os--3e -mage o/ he "ounr. ma. 3ar. /rom rodu" -mage w-h wh-"h
he a3erage user, and hen h-s -mage ma. also /a"-l-ae he de3elomen o/ oher
domes-" e:ors (3an Min, 1989)
C'' "an a//e"s he #as-s o/ mak-ng "on"lus-ons w-hou "ons-der-ng he
ual-. o/ he rodu" and oher ar-#ue -n/orma-on when he ur"hase de"-s-on
does no -n3ol3e a lo o/ e//or; C'' "an a"-3ae "on"es and knowledge ha
a//e" he -nerrea-on o/ oher a3a-la#le rodu" ar-#ue -n/orma-on; C'' also
a"s as -s rodu"s and /or he assessmen o/ he rodu" -n he "ase o/ rodu"s
ha reu-re he sear"h and h-gher hroughu; C'' e//e" "an also #e seen as anega-3e when he manu/a"urer -s r.-ng o h-de - /or /ear o/ he "rea-on o/
nega-3e "onsol-da-on; Thus he names o/ "ounr-es resons-#le /or -negra-on
add or su#ra" /rom he er"e-3ed 3alue o/ he rodu";
Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed o
#u.-ng, -n3es-ng, and "hang-ng res-den"e and ra3el; or e:amle, alhough
4F'N has a glo#al oera-on oda., - -s s-ll seen as an 4mer-"an #rand, #.
"onsumers all o3er he world; $o -/ "ounr. o/ #rand-ng "an #e aken as a log-"al
e:ens-on o "ounr. o/ or-g-n hen "ounr. o/ #rand-ng would rodu"e he same
asso"-a-ons as hose rodu"ed #. C''; Brands -n"-e #el-e/s, e3oke emo-ons
and rom #eha3-ors; Brands ha3e so"-al and emo-onal 3alue; The. enhan"e he
er"e-3ed u-l-. and des-ra#-l-. o/ a rodu";
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282 COO EFFECT ON PURCHASE INTENTION OF LOCAL AND
INTERNATIONAL COSMETIC ADOPTION8
?ur"hase &nen-on was anal.zed us-ng hree d-mens-ons o/ "ounr. erse"-3e
oward ur"has-ng "osme-" rodu"s; Cons-der-ng "on"eual de/-n--on /or he
-moran"e o/ -nen-on, hree "omonens o/ "ounr. -mage, rodu" knowledge
and ar-o-sm were -n"luded; The /a"ors -n/luen"-ng he ur"hase &nen-ons
"orrela-on -s resen as #elow(
F$%-" 282 R"#"/-! M,("+
O Source :Javadian Dehkordi, Graduate school of Management (GSM)
Multimedia University-Malaysia
28281 P%-!/#" $)")$,)
?ur"hase -nen-on means de"-d-ng on a"-on or a"-ons ha show a ersonJs
manners -n erms o/ a se"-/-" rodu"; $ud-es ha3e shown ha he ur"hase
-nen-on o/ "usomers /or he rodu" -s deerm-ned #. he a-udes and #el-e/s;
Based on resear"h done #. Wan , C.L., . Li, e" a+., 212. Co!n"r# i'ae,
ro!c" i'ae an cons!'er !rchase in"en"ion %3-den"e /rom an emerg-ng
e"onom., ur"hase -nen -s +when we h-nk a#ou h-ngs and hen we w-ll #u.;
&9s also de/-ned as emo-onal or er"e-3ed oss-#-l-. o/ #u.-ng rodu"s
-neenen" aria+e
eenen" aria+e
PURCHASE
INTENTIONCOO
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romoedI /urhermore, ur"hase -nen-ons -nd-"ae he rank o/ lo.al. o he
rodu";
28282 C,%)-7 I'/"
Nagash-ma sa-d -n h-s @ournal a co'arison o% Jaanese an 56 a""i"!es "o0ar
%orein ro!c"s (19) de/-ned he "ounr.Js -mage as he +sereo.-"al, -mage
and os--on he #u.ers ha3e -n he-r m-nds a#ou a "ounr. ha se"-al; There are
man. d-3erse works on h-s -ssue, wh-"h led o m-s-nerrea-ons o/ -n3es-gaors;
4dd--onall., man. "ounr-es are "on"erned a#ou he-r -mage o/ rodu"
"hara"er-s-"s; The "ounr.Js -mage -s -moran as a #rand -mage -s e:la-ned as
largel. des"r--3e daa and #el-e/s Nagash-ma also des"r-#ed he -mages as
+eole9s -deas a#ou he rodu"s o/ a se"-/-" "ounr.; Come--on has
#e"ome -gher and, /or #e-ng d-//eren /rom oher "ome-ors, "ounr. -mage -s
one he mos s-gn-/-"an /a"ors wh-"h "reaed a d-s-n"-on #eween goods and
ser3-"es;
C,--"+/$,)# C,%)-7 I'/" /)( P%-!/#" I)")$,)
Markeers e:ers assume ha he -mage o/ he "ounr. ha3e an -n/luen"e on
de"-s-on mak-ng and assessmen rodu"s; The. ha3e shown e//e" o/ "ounr. o/
or-g-n "an "onrol "usomer @udgmens a#ou he ual-. o/ manu/a"ured goods;
&n add--on, s"holars ha3e reresened ha J"usomer "hara"er-s-"s and rodu"
-n/orma-on on he manu/a"ur-ng resour"es has an -ma" on ur"hase -nen-ons;
There -s a rela-onsh- #eween "ogn--3e "ounr. -mage and ur"hase -nen-on
and also assume ha he -mage o/ he "ounr. has -nd-re"l. ersuaded on ur"hase -nen-ons; hen eole are /am-l-ar w-h he rodu", he. ha3e a
enden". o use "ounr. o/ or-g-n as o he dae o/ ur"hase -nen-on; &n h-s sud.
we w-ll /-nd ou here -s a s-gn-/-"an rela-onsh- #eween "ounr. -mage and
ur"hase -nen-on o/ "osme-" rodu"s -mage;
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28283 P-,(% K),+"("
The knowledge o/ rodu"s des"r-#ed as memor-es -n he m-nds o/ eole and
oher s"holars ha3e added rodu" knowledge relaed o he userJs knowledge,
awareness and sel/assuran"e; 4"adem-" e:er 'zer, M;, 2011; %:la-ned
suosed ha he knowledge o/ he "l-enJs rodu" -s one o/ he mos ousand-ng
aroa"h ha has an -ma" on all ars o/ he de"-s-onmak-ng ro"ess; The
d-//eren le3els o/ rodu" knowledge d-//er -n he-r undersand-ng and here -s a #eer rodu" knowledge "alled sel/ er"e-3ed knowledge has a d-re" os--3e
rela-onsh- w-h ur"hase -nen-on
C,--"+/$,)# P-,(% K),+"(" /)( P%-!/#" I)")$,)
?re3-ous sud-es ha3e shown ha he C'' -s a "omle: -ssue and se3eral
moderaor 3ar-a#les ha ha3e an -ma" on rodu" knowledge are one o/ he
3ar-a#les ha w-ll ha3e an -moran role -n he e:r-ns-" "ues; hen a"adem-"9s
sud.-ng he e//e"s o/ he "ounr. o/ or-g-n /or ur"has-ng #eha3-or, "ounr. o/
or-g-n -s de/-ned as he halo, wh-"h -s no "ommon and eole use - as an
-nd-"aor /or he e3alua-on o/ he rodu"; Th-s shows ha, when eole ha3e
l-le daa and -n/orma-on a#ou he rodu"s he. use "ounr. o/ or-g-n as an
-nd-re" roo/;
urhermore, "ounr. o/ or-g-n -s no a "omleel. -ndeenden
/a"or /or rodu"s, or -nsan"e , Tha-land -s a leas de3eloed "ounr., when eole hear a#ou a "osme-" rodu", un"ons"-ousl., a low ual-. rodu"
"omes on he-r m-nds , #u he handmade "ra/s o/ Tha-land -s 3er. /amous /or -s
h-gh ual-. and 3alue ; To u all h-ngs -no "ons-dera-on, he userJs knowledge
a#ou he "ounr. o/ or-g-n o/ he rodu" "an ha3e a s-gn-/-"an -n/luen"e on he-r
er"e-on o/ he #rand rodu" 8, wh-"h "an #e os--3e or nega-3e; &n h-s sud.
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we w-ll unra3el s-gn-/-"an rela-onsh- #eween rodu" knowledge and ur"hase
-nen-on o/ "osme-" rodu"s -mage
28284 P/-$,$#'
'her -ndeenden 3ar-a#les ha3e o h-nk hrough -n erse"-3e "oo -s ar-o-";
/orno, 7W, E. renke+$r!ns0ik 19: in his reor" ;a!"hori"arian ersona+i"#;,
d-s"usses he healh. ar-o-" and ehno"enr-" when one lo3es h-s "ounr. and
has a hun"h a#ou -, -Js "alled ehno"enr-" ar-o-sm reor, #u healh. eole
do no ha3e re@ud-"es; Tha has -mro3ed he ar-o-" "ons-ss o/ en"ourag-ng
/eel-ngs o/ oher eole -n he "ounr. -den-/-ed; ?ar-o-sm -s no asso"-aed w-hnega-3e /eel-ngs; & -s some e:h-lara-ng sense ha eole ha3e a#ou he-r own
"ounr. and - -s no o den. oher "ounr-es; 4""ord-ng o oher resear"hers
homeland and - -s he a#-l-. o look a"ross he #order and are "on"erned o
undersand he #ene/-s o/ a rela-onsh- w-h a ersonal re/le"-on as well as all
he emo-onal /eel-ngs owards oneJs "ounr.;
C,--"+/$,)# P/-$,$#' /)( P%-!/#" I)")$,)
&n -n3es-ga-ng he "onsumersJ ehno"enr-sm and an-mos-. -s -n"reas-ngl.
grow-ng -n he l-eraure o/ "onsumersJ #eha3-or, s"holars #el-e3e ha - hurs
e"onom., redu"es emlo.men and - -s an unar-o-" a"-on; &nsead, "usomers
are no ehno"enr-" end o #u. /ore-gn and -mored rodu"s; There are sud-es
-n 4s-an "ounr-es su"h as Ch-na, &ndones-a and Mala.s-a; The sud. a#ou
Mala.s-a showed ha marr-ed Mala.s women ha3e a h-gher enden". o #e
ehno"enr-" han men; The sud. also showed ha Mala.s-ans ha3e a h-gh
enden". /or lo"al /ood #u -n "onras o he domes-" "osme-"s, "ars and
"omuers;
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1*
esed #. man. resear"hers and ha3e "on/-rmed he 3al-d-. and rel-a#-l-. -n
man. "ounr-es su"h as &ndones-a, Gree"e, Korea, $a-n and Mala.s-a;
283 COUNTRY OF ORIGIN ON THE EVALUATION OF PRODUCTS
F$%-" 23 T-%#$) B"+$"*# /)( COO E**"
O $our"e( $eran Ka#ada.-, ?h;!; 4ss-san ?ro/; Marke-ng Graduae $"hool o/ Bus-ness
4dm-n-sra-on ordham
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a+ , 199: @ McKnih" an Cher*an# , 21 ) . &n oher words, he. "olle"-3el.
re/le" he er"e-on o/ he rel-a#-l-. o/ rus o#@e"s; 4lhough man. #el-e3e
rus has #een sud-ed -n he l-eraure, he ma@or-. "an #e "lusered -no hree
rus "on"e( he a#-l-., #ene3olen"e, and -negr-.
28382 B")"6,+")" &"+$"*#
Re/ers o he "on/-den"e ha he rodu"s ha3e a os--3e or-ena-on owards
"usomers ous-de he ego"enr-" ro/- mo-3e and would no "ons-der h-s own
well#e-ng and a"-ng -n he-r -neress ( Ma#er e" a+ ., 199:); The. show he
e:en o wh-"h -nd-3-duals #el-e3e ha a "oman. wans o do good h-ngs no
onl. ma:-m-ze ro/-s; 4 #ene3olen "oman. would s-ll no #e seen a"-ng
oorun--es #. ak-ng ad3anage o "usomers ( McKnih" an Cher*an# ,
21). &n "onras o he oher wo #el-e/s, #ene3olen"e re/le"s he er"e-on o/
he w-ll-ngness o engage -n d-s"re-onar. or h-lanhro-" "omm-men o he
"usomer;
28383 I)"-$7 &"+$"*#
Re/le"s "usomer "on/-den"e ha he rodu"s markeed adhere o moral
r-n"-les or ro/ess-onal sandards ha gu-de -nera"-ons w-h "usomers; The.
-n"lude he e:e"a-on ha he rodu" a"s as a so"-all. a""eed sandards o/
hones. or a se o/ r-n"-les ha "usomers re"e-3e as no l.-ng, kee-ng
rom-ses, or ro3-de 3al-d -n/orma-on (Ma#er e" a+., 199:).
28384 A&$+$7 &"+$"*#
Re/le"s "onsumersJ "on/-den"e -n he /-rm or rodu" ( Ma#er e" a+ . , 199:).
The. showed "on/-den"e a#ou he /-rmJs a#-l-. o er/orm he /un"-ons ha
ha3e #een se"-/-ed; users ha3e he a#-l-. #el-e/s a#ou he rodu" -/ he. #el-e3e
ha rodu" manu/a"urers ha3e he sk-lls, "omeen"-es and ar-#ues ha ena#le
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rodu"s wh-"h ha3e an -n/luen"e on some se"-/-" doma-n (Ma#er e" a+ ,
199: ) ; There/ore, rus -s doma-n se"-/-" "aa#-l--es ha are "ons-dered as
h-ghl. "omeen -n some area, a//ord-ng ha -nd-3-dual rus sore on he asks
asso"-aed w-h he area;
28385 COO E**"> P-,(% E6/+%/$,) /)( T-%#$) B"+$"*#
The hree rus-ng #el-e/s are relaed, .e d-s-n"; %a"h #el-e/ "aures some
un-ue elemens ha "an #e rused; There/ore, as a se, a#-l-., #ene3olen"e, and
-negr-. aear o e:la-n mos o/ he rus wh-le ma-na-n-ng ars-mon.; Boh
s-ngle and mul- -nd-"aors s-gnals showed ha he C'' e//e"s -n/luen"e he
assessmen o/ -nd-3-dual rodu"s (see re*ie0s o% i+ke# an Nes 1982@ Pe"erson
an Jo+ier" 199:). owe3er, here are d-//er-ng 3-ews a#ou how C'' a//e"s
rodu" e3alua-on;
'ne 3-ew -s ha C'' -s an -nd-"a-on ha "onsumers use o make
-n/eren"es a#ou he rodu" and -s rodu"s, -n urn, ha3e an -ma" on o3erall
rodu" e3alua-on; C'' er"e-on a"-3ae he "on"e o/ he na-on and he
general ual-. o/ he rodu"s rodu"ed here , and hese "on"es "an #e os--3e
or nega-3e u#l-" on he -nerrea-on o/ oher rodu"s ha are al.-ng
-n/orma-on (3on an W#er 1989) ; There/ore, C'' a//e"s o3erall rodu"
e3alua-on -nd-re"l.; 4noher 3-ew argues ha he C'' "an a" as an -moran
ar-#ue ha e3oke re@ud-"e or sereo.es asso"-aed w-h rodu"-ng "ounr-es,
d-re"l. -n/luen"es rodu" e3alua-on; C'' here #. r-gger-ng a glo#al
assessmen o/ ual-., er/orman"e and se"-/-" roer-es; h-le he ma@or-. o/
sud-es ha3e do"umened he d-re" rela-onsh- C'' on rodu" e3alua-on, /or
he urose o/ "omleeness we h.ohes-zed a os--3e rela-onsh- #eween he
C'' and rodu" e3alua-on;
284 THE ROLE OF COM AND COB ON COO EFFECT
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ountry of manufacture (!M) and country of "rand (!#) $lay
im$ortant role in consumer $roduct evaluations of %uality and
decision making& #ut, academic and !! researchers are in
disagreement regarding the su$remacy of one over other& Hanand Terpstra and Tse and Gorn, (1993) re$orted larger e'ect of
!M on $roduct evaluations than !#& hereas, Hui and Zhou
and Srinivasan et al. (2004) found that !# makes greater
inuence on $roduct evaluations than !M *hen "oth the
information $resented simultaneously& +s the im$ortance of "oth
the cues is evidenced in literature, the factors inuencing
im$ortance of !# and !M image can add ne* insight to !!
literature&
!# and !M, as a relevant !! decom$osition,
$lay im$ortant role in forming customer $erce$tion& he results
of t*o models testing generate signi.cant im$lications for
international marketers& /elia"ility of a $roduct is assessed
through !# not !M& 0n other *ords, higher !# image indicate
relia"ility to customers and higher !# image *ith lo*er !M
image not harming the relia"ility $erce$tion of customers for
refrigerators& Similarly, !# image is im$ortant for
understanding $roduct dura"ility and !M image is not $laying
such role as dura"ility is not a signi.cant e1$lanatory varia"le in
!M model& hat means $ossi"le dura"ility discounting for lo*er
!M image is not a signi.cant factor to the customers&
&n e"hnolog-"al suer-or, ma-nl. manu/a"ured goods su"h as
ele"r-"al and ele"ron-" rodu"s, when "usomers e3aluae he #ene/-s o/
e"hnolog. he. "ons-der C'B -mages and no C'M -mage; $o, he "om#-na-on
o/ h-gh -mage C'B and low -mage C'M "an no harm he er"e-on o/
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17
"usomers a#ou he ad3anages o/ e"hnolog.; or Cusomers ha "ons-der o
#oh C'B and C'M -mage /or /orm-ng u he-r r-"e er"e-on o/ a rodu" as
he r-"e le3el aears as a 3er. -moran e:lanaor. 3ar-a#le /or #oh he
models o/ h-s sud.; & -s -moran o #e noed /or -nerna-onal markeers ha #.
us-ng h-gher C'B -mage and lower C'M -mage "harg-ng h-gh r-"es ma. no #e
oss-#le; Moreo3er, "usomers ma. ask /or C'M -n/orma-on when know-ng
a#ou he r-"e and hen make he-r own e3alua-on regard-ng r-"e a""ea#-l-.;
CHAPTER 3
RESEARCH METHODOLOGY
381 INTRODUCTION
Th-s se"-on d-s"usses he mehodolog. o/ he resear"h; The ma-n urose o/ he
resear"h -s o -n3es-gae d-d women "usomer "ons-der ha -n/luen"e o/ C''e//e" when ur"hase he "osme-" rodu"s; &n re3-ous "haers, has #een known
ha he lo"a-on o/ he sud. area, namel. Menara Telekom Mala.s-a Dalan ?ana-
Bahru; There/ore, -n order o /ul/-ll he urose o/ he sud., random saml-ng
was "hosen o "arr. ou he ues-onna-re, some -ner3-ew and o#ser3a-on o/ he
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1A
sa// -n he area; The mehodolog. o/ h-s sud. -s -moran o ensure ha h-s
sud. "an walk on smooh and hus a#le o o#a-n er/e" resuls;
382 R"#"/-! F-/'",-
Be/ore sar he sud. anal.s-s, he resear"h lann-ng should #e lanned
and dra/ed o ensure he anal.s-s ro"ess #e"ome smooh; There/ore, he resear"h
/ramework has #een dra/ed as a gu-del-ne /or he daa anal.s-s and o ensure ha
he resear"her -s a#le o answer he o#@e"-3es and resear"h ues-ons /or h-s
sud.
F$%-" 382 F+,!/- ,* !" R"#"/-! F-/'",-
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1=
383 RESEARCH INSTRUMENTS
Th-s resear"h u-l-zed he uan-a-3e resear"h mehodolog.; The
-nsrumen used o "olle" he daa was ues-onna-re, -ner3-ew and o#ser3a-on;
4 se o/ he ues-onna-re "ona-n-ng 1 ues-ons d-3-ded -no * se"-ons 4, B
and C was de3eloed; !-//eren .es o/ ues-on su"h as rank-ng, .esno, and
s"ales were used -n he ues-onna-re;
38381 P-$'/-7 D//
&n he ues-onna-re, here are hree ars ha ha3e #een made; The se"-ons are as
/ollows(
?ar 4( F-ew on
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4 3-ew o/ Cosme-"s( The ma-n urose -s o e:am-ne u#l-" awareness among
sa// a#ou "osme-"s; &n/orma-on on he sele"-on o/ "osme-"s -s known; &n
add--on, he er"enage o/ lo"al and -nerna-onal "osme-" use o/ he sud. area
-s also a3a-la#le
I) ?/- B
&den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase
-nen-on o/ lo"al and -nerna-onal "osme-" ado-on; &n/orma-on on u#l-"
awareness on rodu" sele"-on -s -moran o ensure a su""ess/ul o/ h-s sud.;$a// o-n-on a#ou "osme-" rodu" e3alua-ons also needed o #e a#le o assess
he 3-ews o/ he sud. area /or h-s -ssue;
I) P/- C
The 3-ew o/ he -moran"e o/ C'' -n he sele"-on o/ "osme-"s( -n 3-ew he
-moran"e o/ C'' e//e" -n he sele"-on o/ "osme-"s; The ma-n urose -s o
e:am-ne u#l-" awareness among emlo.ees a#ou he C'', C'M and C'B;
&n/orma-on on he sele"-on o/ "osme-"s does ake -no a""oun he e//e" o/
C'';
To o#a-n he "ooera-on o/ resondens, ea"h ar w-ll #e arranged a""ord-ng o
he reu-remens o/ he sud.; Th-s w-ll #e /a"-l-a-ng he work o/ mark-ng heanswers #. resonden; &n ar B and C l-ker s"ale used -n h-s sud. us-ng he
/ollow-ng s"heme(
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21
6"ron+# isaree 2 6"ron+# /ree
F$%-" 383 l-ker #/+"
O$our"e( Norazman e al; P2006Q;
383 RESPONDENTS OF THE STUDY
The resondens o/ he sud. were "usomer /rom d-//eren "ourse
o/ work -n Telekom Mala.s-a Berhad a Menara TM, Dalan ?ana- Baharu; Toal
num#er o/ TM /emale sa// /rom leas-ng o e:e"u-3e -s 21; & has #een de"-ded
o ha3e a#ou 70 o/ he oula-on as a resonden #ased on he manual
Kre@"-e Morgan P1=70Q; 4#ou 21 /emale resondens -n 3ar-ous le3el "os o/ l-/e
and #a"kground a Menara TM, due o he o-" resear"h o/ C'' e//e" on lo"al
and -nerna-onal "osme-" rodu" /or more a""urae daa; Ta#le *;*;2 shows he
num#er o/ sa// a d-//eren Le3el -n .ear 2015 un-l *0 D
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22
T/&+" 38381 !eerm-n-ng $amle $-ze /or Resear"h 4"-3--esKre@"-e, R;F;, H
Morgan, !;; P1=70Q;
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2*
L"6"+ :,& T$+" G")("- P,?%+/$,) S/')?+"
M/+" F"'/+"
E@"%$6" S")$,- A##$#/) M/)/"-
A##$#/) M/)/"-
1 S"-"/)
A##$#/) T"!)$/+ O**$"-
12 T"!)$$/)> C,-?,-/+>
C,)#/&+"
3T"/ L/(7> C+"/)"-
41 14
L"/#$)
L"/#$) 52 24
3=9 2414 241 (F)
T/&+" 38382 Num#er o/ Resondens ?oula-on and samle
Osour"e( C$$' ?ersonnel !aa $er3-"es Telekom Mala.s-a Berhad
384 RESEARCH PROCEDURE
$ur3e. "ondu"ed -n he sud. area, namel. Menara TM Dalan
?ana- Bahru, Kuala Lumur; 4ro:-mael. 6A0* emlo.ees work -n Menara
Telekom TM; & -s one o/ he larges Telekom o//-"es -n Mala.s-a; !ur-ng he
a"ual sud., he ues-onna-res d-sr-#ued a 3ar-ous lo"a-ons su"h as a he
o//-"e /rom le3el 10 o 1, he enran"e lo##. o/ Menara TM, "a/eer-a, #us sos
and also #. ema-l; $ur3e. "ondu"ed -n he e3en-ngs on weekda.s was sele"ed;
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2
Th-s -s #e"ause he ro#a#-l-. sa// are -n he o//-"e -s h-gh; &mlemena-on o/
h-s sur3e. was "arr-ed ou /or one monh;
385 DATA ANALYSIS
4 num#er o/ 3ar-a#les were aken o "ons-dera-on o anal.ze he daa; !aa ha3e
#een anal.zed us-ng M-"roso/ ord, M-"roso/ e:"el $?$$ 20; &n he anal.s-s /or
h-s sud., - -n3ol3ed des"r--3e sa-s-"s; !es"r--3e sa-s-"s were used o
/ormulae and d-sla.-ng he a"ual -n/orma-on o#a-ned /rom he oula-on -n
he sud. area; rom here, a /reuen". anal.s-s -s "arr-ed ou, where he
er"enage o/ resonses -s "al"ulaed and resened -n a#le /orm; Ne:
"al"ula-ng he mean -nde: used /or "omar-son o/ daa;
4ssessmen ues-onna-re -s essen-al o ass-s -n re3-ew-ng he
le3el o/ sa// awareness o/ "osme-" sele"-on due o he C'' e//e"; rom he
ra-ngs o#a-ned, - -s used /or 3ar-ous -nde:es mean /or ea"h ues-on addressed
o he ?oula-on, h-"h -n urn w-ll g-3e he ra-ng s"ale "aegor. -nde: m-n,
sandard de3-a-on, /reuen"., er"enage and "h-suare es;
N, O&"$6"# A)/+7#$#
1
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25
T/&+" 38581 Ra-ng s"ale "aegor.
;
CHAPTER 4
RESULT OF THE STUDY
481 I)-,(%$,)
$e"-on o/ h-s "haer resened he resuls and anal.s-s o/ he sud.
#ased on 206 "r-er-a ou o/ 21 sur3e. /orm; There are 2nonre/unda#le /orms
and he #alan"e o/ 11 sur3e. /orms "an no #e e3aluaed #e"ause - does no mee
he "r-er-a and w-ll "ause an error o he reor;
4nal.z-ng daa and resen-ng he resuls o/ he sud. are #ased as
-n Chaer 1, where he o#@e"-3es o/ he sud. mus #e a"h-e3ed; The o#@e"-3e o/
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26
he sud. was o un"o3er-ng he s-gn-/-"an"e o/ C'' e//e" on rodu" e3alua-on
/or sele"-on o/ "osme-"s rodu" among TM sa//;
482 A)/+7#$# D"#-$?$6" ,* ?%-!/#" $)")$,) ,) +,/+ /)( $)"-)/$,)/+
,#'"$
Ta#le ;2;1 reuen". !-sr-#u-on and ?er"enage o/ Resondens on
&nerna-onal "osme-"
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27
48282 L,/+ ,#'"$
Ta#le ;2;2 reuen". !-sr-#u-on and ?er"enage o/ Resondens on Lo"al
"osme-"
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2A
48283 I* L,/+ ,#'"$ /)( I)"-)/$,)/+ ,#'"$ !/6" #/'" ?-$"
Ta#le ;2;* reuen". !-sr-#u-on and ?er"enage o/ Resondens on
&nerna-onal "osme-"
& ?R&C% $4M%
$T&LL ?R%%R
&NT%RN4T&'N4L
reuen". ?er"en PQ
>es AA 2;7
No 5 26;2
Naural 6 *1;1
Toal 206 100
Ta#le ;2;* a#o3e showed he /reuen". d-sr-#u-on and er"enage o/ resondens ha s-ll re/er -nerna-onal "osme-" -/ he r-"e s-m-lar o lo"al
rodu"; Based on he a#le, he. are 206 samle was "olle"ed; rom h-s samle,
here are AA resonden agreed us-ng he -nerna-onal "osme-" P2;7Q; & has
h-ghes ma@or-. o/ resonden; or a meanwh-le 6 resondens w-ll use #oh
rodu"s -/ he. ha3e same r-"e P*1;1Q; &n general we "an assume ha h-s 5
resonden re/er us-ng lo"al #rand -/ he r-"e -s s-m-lar P26;2Q
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2=
48284 I* .%/+$7 ?-,(% &""- #$++ ,, '/"-#
Ta#le ;2; reuen". !-sr-#u-on and ?er"enage o/ Resondens on
&nerna-onal "osme-" ado-on -/ lo"al "osme-" ha3e #eer ual-.
& E
?R'!es 100 A;5
No 2 20;
Naural 6 *1;1
Toal 206 100
Ta#le ;2; a#o3e showed he /reuen". d-sr-#u-on and er"enage o/
resondens ha s-ll re/er -nerna-onal rodu" -/ he lo"al rodu" ha3e a #eer
ual-.; Based on he a#le, he. are 206 samle was "olle"ed; rom h-s samle,
here are 100 resonden s-ll re/er us-ng he -nerna-onal "osme-" PA;5Q; or
a meanwh-le 2 resonden raher "hoose o use lo"al rodu" -/ he. ha3e #eer
ual-. P20;Q; 6 resonden w-ll "ons-der #oh o-on e-her -nerna-onal or
lo"al #rand P*1;1Q;
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*0
483 F/,- T!/ I)*+%")" COO E**"
48381$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. Counr. &mage
D,"# COO $)*+%")"( &7 C,%)-7 I'/"
'#ser3ed N %:e"ed N
no a all -moran 1* 1;2
less -moran 1A 1;2
-moran 65 1;2
3er. -moran 75 1;2
e:remel. -moran *5 1;2
Toal 206
4838 1$$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. rodu" knowledge
D,"# COO $)*+%")"( &7 ?-,(% ),+"("
'#ser3ed N %:e"ed N
no a all -moran 5 1;2
less -moran 17 1;2
-moran 5A 1;2
3er. -moran A= 1;2
e:remel. -moran *7 1;2
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*1
Toal 206
4838 1$$$ T/&+" '#ser3a-on o/ C'' -n/luen"ed #. ar-o-sm
D,"# COO $)*+%")"( &7 P/-$,$#'
'#ser3ed N %:e"ed N
no a all -moran 16 1;2
less -moran * 1;2
-moran 76 1;2
3er. -moran 6 1;2
e:remel. -moran * 1;2
Toal 206
48381 $6 Ta#le C& $E
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*2
rom he o#ser3a-on a#le ;*;1P-QP--QP---Q we "an see he /a"or ha -n/luen"-ng
C'' e//e" are "ounr. -mage, rodu" knowledge and ar-o-sm; rom h-s hree
/a"ors we "an see ha rodu" knowledge -s a /a"or mos /a3ored #. resonden
w-h oal s"ore o/ e:remel. -moran, 3er. -moran and -moran are 1A
"omare o "ounr. -mage and ar-o-sm ea"h ge s"ore 175 and 156;
H0 : country image, product knowledge and patriotism are independent
(no association)
H1 : country image, product knowledge and patriotism are dependent
&n "ommun-"a-on, - -s "on3en-on ha -/ h-s s-g;3alue -s less han ;05,
hen he sa-s-" -s "ons-dered o #e s-gn-/-"an -n "ommun-"a-onI - -s "on3en-onha -/ h-s 3alue -s less han ;05, hen he sa-s-" -s "ons-dered o #e s-gn-/-"an;
rom a#le ;*;1 P-3Q Ta#le Ch-suare "ounr. -mage had s"ore 7;7, rodu"
knowledge 10A;7 and ar-o-sm 7;AA, Re/er o he a#le s-gn-/-"an 3alue -s 0;00
more han 0;05; $o a""e 0 here -s no a s-gn-/-"an rela-onsh- #eween
"ounr. -mage, rodu" knowledge and ar-o-sm; Th-s hree /a"or are
-ndeenden o C'';
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**
48382 F-".%")7> P"-")/"> M"/) /)( S/)(/-( D"6$/$,) T,/-(# L,/+
I)"-)/$,)/+ C,#'"$8
Ta#le ;*;2 reuen"., ?er"enage, Mean and $andard !e3-a-on !-sr-#u-on o/
4nal.s-s 4""ord-ng To Cusomer ?ur"hase &nen-on Towards Lo"al H &nerna-onal
Cosme-";
4nal.s-s
4""ord-ng To
Cusomer ?ur"hase
&nen-on
Towards
Lo"al H
&nerna-onal
Cosme-"
$rongl.
!-sagree
Less
!-sagree
4gree Fer.
4gree
$rongl.
4gree
Mean $andard
!e3-a-o
n
?re/er
-nerna-onal
#rands due o
C''
1A
A;7
66
*2;0
76
*6;=
*2
15;5
1
6;A
2;A0 1;0*0
?re/er
-nerna-onal
#rands due o
"usomer
re/eren"e
A
*;=
*7
1A;0
51
2;A
7A
*7;=
*2
15;5
*;* 1;07
?re/er
-nerna-onal
#rands due o
r-"e
1A
A;7
5
26;2
66
*2;0
27
1*;1
1
1=;=
*;0= 1;20
?re/er
-nerna-onal
#rands due o
ual-.
rodu"
5
2;
2
11;7
*A
1A;
62
*0;1
77
*7;
*;AA 1;111
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*
?re/er
-nerna-onal
#rands due o
so"-al saus
*1
15;0
62
*0;1
75
*6;
26
12;6
12
5;A
2;6 1;067
nS206
Ta#le ;*;2 shows he /reuen"., er"enage, mean and sandard de3-a-on
d-sr-#u-on o/ anal.s-s -n des"r--on o Cusomer ?ur"hase &nen-on Towards
Lo"al H &nerna-onal Cosme-" among TM sa//; Th-s a#le -s o anal.z-ng he
/a"ors ha are o/en aken -no a""oun #. he user when sele"-ng "osme-"s
rodu";
or he h-ghes a3erage saemen -s saemen -n ues-on E11, 8?re/er
-nerna-onal #rands due o ual-. rodu" J w-h an a3erage mean o/ *;AA w-h a
sandard de3-a-on o/ 1;111 rom 206 resondens, ou o/ *A resondens P1A;Q
o/ hem "hoose neural, 62 resondens P*1;1Q agreed and anoher 77
resondens P*7;Q are srongl. agree;
or he lowes mean a3erage saemen -s a saemen ues-on E12,
wh-"h -s a#ou 8?re/er -nerna-onal #rands due o so"-al saus J, rea"hed he mean
a3erage o/ onl. 2;6 w-h a sandard de3-a-on 1;067; rom 206 resondens,5;A o/ he 12 resondens srongl. agreed, 26 resondens P12;6Q agreed, 75
resondens P*6;Q neural, 62 resondens P*0;1Q d-sagrees and *1
resondens P15Q srongl. d-sagree;
or saemen Num#er EA, wh-"h -s a saemen a#ou J ?re/er
-nerna-onal #rands due o C'' was se"ond lowes a3erage mean w-h s"ore o/
2;A0 w-h a sandard de3-a-on o/ 1;0*0, where -s 1 resondens P6;AQ "hoose
srongl. agreed, ** resondens P15;5 Q sele"ed agreed, 76 resondens P*6;=Q
"hose neural and 66 resondens P*2Q "hose d-sagree;
or saemen Num#er E=, ha he saemen a#ou J ?re/er -nerna-onal
#rands due o "usomer re/eren"e J, roughl. s"ored *;* o/ mean a3erage w-h
sandard de3-a-on o/ 1;07 'u o/ *2 resondens P15;5Q 3oed srongl. agreed,
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*5
7A resondens P*7;= Q sele"ed agreed, 51 resondens P2;AQ "hoose neural,
*7 resondens P1AQ "hoose d-sagree;
or saemen Num#er E10, wh-"h saemen 8?re/er -nerna-onal #rands
due o r-"e9, s"ored mean a3erage o/ *;0= w-h an a3erage sandard de3-a-on
1;20, where 1 resondens P1;=Q ha3e "hosen srongl. agreed, 27
resondens P1*;1 Q -"ked agreed, 66 resondens P*2Q "hose neural and 5
resondens P26;2Q "hose he d-sagree;
Th-s -s an -ner3al s"ale daa; or he h-ghes a3erage E11, 8?re/er
-nerna-onal #rands due o ual-. rodu" J had an a3erage mean o/ *;AA w-h a
sandard de3-a-on o/ 1;111; Th-s means ha he resonse /or he -em d-sr-#ued
around he mean -n he range o/ 1;111, wh-"h means ha daa -s d-sr-#ued among
s"ores o/ 2;77 o ;== P8*Snaural 8 o 85S srongl. agreed9Q; or EA, h-s -s a
saemen a#ou 8?re/er -nerna-onal #rands due o C'' a3erage mean w-h s"ore
o/ 2;A0 w-h a sandard de3-a-on o/ 1;0*0 ;!aa -s d-sr-#ued among s"ores o/
1;77 o *;A*P82Sd-sagreed 8 o 8S agreed9Q
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*6
484 F-".%")7> P"-")/"> M"/) /)( S/)(/-( D"6$/$,) T,/-(# !"
$'?,-/)" ,* COM /)( COB
$rongl.
!-sagree
!-sagree 4gree 4gree $rongl.
4gree
Mean $d;
!e3-a-on
C' 'M4N
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*7
or he saemen 8"ounr. o/ #rand -moran han C'M9 rea"hed he
mean a3erage o/ onl. *;07 w-h a sandard de3-a-on 1;077; rom 206
resondens, A;* o/ he 17 resondens srongl. agreed, 52 resondens P25;2Q
agreed, =0 resondens P*;7Q neural, 2* resondens P11;2Q d-sagrees and 1
resondens P11;7Q srongl. d-sagree;
Th-s -s an -ner3al s"ale daa; or he h-ghes a3erage "ounr. o/
manu/a"ure -moran han C'B9J had an a3erage mean o/ *;5A w-h a sandard
de3-a-on o/ 0;=A; Th-s means ha he resonse /or he -em d-sr-#ued around
he mean -n he range o/ 0;=A, wh-"h means ha daa -s d-sr-#ued among s"ores
o/ 2;6* o ;52 P8*Snaural9 o 85S srongl. agreed9Q; or "ounr. o/ #rand
-moran han C'M a3erage mean w-h s"ore o/ *;07 w-h a sandard de3-a-on
o/ 1;077; !aa -s d-sr-#ued among s"ores o/ 1;== o ;1 P82Sd-sagreed9 o 8S
agreed9Q;
The greaer 3alue o/ sd he more #roadl. d-sr-#ued daa Pmore
d-serseQ aga-n showed no "ons-sen resonse o he ues-onna-re; To a small
3alue 0;=A -s #eer han 1;077 #e"ause - re/le"s "hanges -n rela-3el.
homogeneous among -nd-3-dual s"ores around he mean s"ore;
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0
no -n3ol3e a lo o/ e//or; Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed
o #u.-ng and -n3es-ng "osme-" rodu";
58282 A!$"6"'") S",)( O&"$6"
rom he resuls o#a-ned -n Chaer , he se"ond o#@e"-3e o/ he sud. o
-den-/.-ng mul-le 3ar-a#les ha e:la-n C'' e//e" on he TM sa// ur"hase
-nen-on o/ lo"al and -nerna-onal "osme-" ado-on was a"h-e3ed;Re/er o Ta#le
;*;1P- Q, Ta#le ;*;1P-- Q and Ta#le ;*;1P--- Q o#ser3a-on o/ C'' are -n/luen"ed
#. Counr. &mage, ar-o-sm and rodu" knowledge; rom l-ker s"ale s"ore we
"an see ha mos resondens agreed ha "oo -n/luen"e #. Counr. &mage,
ar-o-sm and rodu" knowledge; rom h-s hree /a"ors rodu" knowledge -s a
mos /a3ored /a"or #. resonden w-h oal s"ore o/ e:remel. -moran, 3er.
-moran and -moran are 1A "omare o "ounr. -mage and ar-o-sm ea"h
ge s"ore 175 and 156;
rom he naked e.e; e see ha he "ounr. o/ or-g-n -s heo3er3-ew o/ "ounr. -mage #u a"uall. -n he C'' here are also oher /a"ors
ha are more s-gn-/-"an "on"ern o "onsumers o/ "osme-"s su"h as rodu"
knowledge; Th-s -s "ons-sen w-h he o-n-on o/ M 'zer %uroean Dournal o/
'era-onal Resear"h, 2011, wh-"h has #een des"r-#ed -n "haer 2; 4""ord-ng o
h-m rodu" knowledge -s one o/ he mos ousand-ng aroa"h ha has an
-ma" on all ars o/ he de"-s-onmak-ng ro"ess; Th-s -s #e"ause -n he 21s
"enur. "onsumers are 3er. "on"erned a#ou "osme-" rodu"s wh-"h "an
enhan"e he-r #eau. a he same -me no endanger-ng he-r healh; Th-s -nd-ng
-s /urher emhas-zed #. he C& $E
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1
"ounr. -mage, rodu" knowledge and ar-o-sm #u h-s hree /a"or are
-ndeenden o C'';
&n ur"hase -nen-on o/ lo"al and -nerna-onal "osme-" here are
also oher 3ar-a#les -n add--on o C''; %3en more, C'' -s no he ma@or
3ar-a#le; Th-s "an #e seen /rom he resuls, he mos oular answer /rom
resondens -s ual-. rodu", /ollowed #. "usomer re/eren"e and r-"e; C''
had a se"ond lowers s"ore /ollowed #. so"-al saus;
58283 F$)($) ,* !$-( O&"$6"
rom he resuls o#a-ned -n Chaer o re3eal-ng awareness among emlo.ees
a#ou he C'', C'M and C'B; &n/orma-on on he sele"-on o/ "osme-"s does
ake -no a""oun he e//e" o/ C''; Th-s '#@e"-3e was a"h-e3ed; +cademic
and !! researchers are in disagreement regarding the
su$remacy of one over other& (!M and !#)& Some have said
!M is more im$ortant than !# and the rest said !# is more
im$ortant than !M& +""ord-ng o h-s sud. /-nd-ngs, "usomers9
assessmen o/ lo"al and -nerna-onal "osme-" er/orman"e "an #e
undersanda#le #. C'M -mage #u no #. C'B -mage; or he h-ghes s"ore
8"ounr. o/ manu/a"ure -moran han C'B9 had an a3erage mean o/ *;5A w-h a
sandard de3-a-on o/ 0;=A; or "ounr. o/ #rand -moran han C'M a3erage
mean w-h s"ore o/ *;07 w-h a sandard de3-a-on o/ 1;077;
&n he "one: o/ "osme-" rodu"s, C'' wh-"h -s no "ommon
and eole use - as an -nd-"aor /or he e3alua-on o/ he rodu"; Th-s shows ha,
when eole ha3e l-le daa and -n/orma-on a#ou he rodu"s he. use "ounr.
o/ or-g-n as an -nd-re" roo/; The. "ons-der more o "ounr. o/ manu/a"ure han
C'B; Tha -s wh. man. "osme-" "oman. re/er u a la#el su"h as Jrodu" o/
&al.J or Jrodu" o/ ran"eJ o/ la.-ng he la#el Jmade -n ;;;;;;;;J #e"ause he. know,
-/ users know he-r rodu" was manu/a"ured -n de3elo-ng "ounr-es user w-ll
"hange he ur"has-ng de"-s-ons; ; %:amles ha o/en deal w-h l-nked, Tha-land
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2
and Ch-na -s a leas o/ de3eloed "ounr., when eole hear a#ou a "osme-"
rodu", un"ons"-ousl., a low ual-. rodu" and some ma. #e harm/ul o healh
"omes on he-r m-nds; Th-s "on"e was e"hoed #. a"adem-" resear"hers and
C'',an and Tersra and Tse and GornP1==*Q; reored larger e//e" o/ C'M on
rodu" e3alua-ons han C'B;?rodu" w-h h-gher C'M -mage normall. rodu"e
more -mress-3e aeshe-"al des-gn and h-gher 3alue /or mone. o hem;
583 L$'$/$,)
There are a num#er o/ l-m-a-ons -n h-s sud.; -rsl., he small samle s-ze used,
l-m- he a#-l-. o general-ze wha -s /ound -n h-s sud.; The sud. was no
"arr-ed ou w-del. s-n"e onl. "arr-ed a Menara TM Kuala Lumur w-h 21
women sa//; P-;e; no enough o "aure he -mages o/ he "osomer re/eren"es
on lo"al or -nerna-onal; uure resear"h should o /or a larger samle s-ze;
Conseuenl., h-s sud. -s -n general o/ "osme-" and no sressed
on se"-/-" #rands; %a"h .e o/ #rand ma. ha3e d-//eren -mage #ene/-s or #rand
mean-ng and #rand a-ude; & sugges ha /or /uure resear"h, - would #e #eer o
/o"us on no more han hree #rands;
&n add--on, alhough $a// ha3e #een "aegor-zed as oen-al a"ual users, and
hus are argued o #e 3al-dl. used as samles -n man. sud-es "-ed -n he
l-eraure, Thus us-ng a"ual users su"h as oula-on -n "lang 3alle. /or /uure
resear"h -s ad3-sa#le;
584 F%%-" R"#"/-! R",''")(/$,)
&n /uure an. sud. on usage o/ "osme-" should "ons-der oher 3ar-a#les wh-"h
were no "o3ered -n h-s resear"h; 4mong he 3ar-a#les o #e "ons-dered su"h as
a#sen"e o/ s-de e//e", rodu" ual-., /-ne /eaures, n-"e "olors and dura#-l-. o/
he rodu";
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*
&n add--on, - should also -n"lude oher 3ar-a#les su"h as ur#an and
rural eole, wh-"h are e:e"ed o demonsrae oss-#le d-//eren"es among ea"h
user; & -s also ne"essar. o
&n add--on, /uure sud-es ma. "ons-der e:am-n-ng one .e o/ "olor
"osme-" rodu" "aegor., /or e:amle, l-s-"k or /ounda-on; B. /o"us-ng on
one .e o/ "olor "osme-" ma. erhas rul. re3eal he #rand ar-#ues and
#ene/-s o/ ha ar-"ular #rand;
585 C,)+%#$,)
Nowada.s he use o/ "osme-"s -s #e"om-ng more an -moran ar o/ our da-l.
l-3es; 4 he same -me "osme-"s -s w-del. used as eole w-ll /eel "on/-danswhen us-ng -; Moreo3er, he "osme-" -ndusr. -s more de3eloed #e"ause o/ he
-n"reas-ng demand among "onsumers; !e3elomen o/ new "osme-" rodu"s
also a//e"s he "osme-" -ndusr.; 4d3anages /eel-ngs goods, re/le"-ng he
#eau., and sa-s/. he needs o/ ego should no #e "ons-dered as elemens
@us-/.-ng he end; $ome /orm o/ "onrol should #e ser-ousl. "ons-dered #. he
auhor--es -ns-ued o "onrol u#l-" healh a"ross he "ounr.;
&n m. -n3es-ga-on /o"used on he un"o3ered he s-gn-/-"an"e o/ C''
a//e" on rodu" e3alua-on /or sele"-on lo"al and -nerna-onal "osme-"s
rodu"; Na-onal -mage ma. -n/luen"e eole de"-s-ons relaed o #u.-ng and
-n3es-ng "osme-" rodu"; Now da.9s "onsumers are more /o"used on
-nerna-onal "osme-"; &/ no-/-ed o/ he lo"al "osme-"s, un"ons"-ousl. he. h-nk
a#ou a low ual-. rodu" ha "an harm he-r healh; hen asked -/ he r-"e
and ual-. o/ he rodu"s -s he same #eween lo"al and -nerna-onal, some
users "an re"e-3e lo"al rodu"s #u he res ke "onsan w-h a "ho-"e o/
-nerna-onal "osme-"; &n h-s s-ua-on we "an see ha he -mage o/ he "ounr.
also la. a role oher han he "osme-"s #rand -n "onsumer ur"hases;
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The ma-n o#@e"-3e o/ h-s sud. was o -n3es-gae he rela-onsh-
#eween he hree "onsru" o/ "ounr. erse"-3e Phe "ounr.Js -mage, rodu"
knowledge and ar-o-smQ and ur"hase -nen-on -n he "one: o/ ur"has-ng
"osme-" rodu"s; Counr. -mage, rodu" knowledge and ar-o-sm are
-ndeenden o C'' #u he. are no asso"-ae o ea"h oher; The role o/ he
-nd-3-dual "ounr.Js -mage, rodu" knowledge and ar-o-sm /or he ur"hase o/
"onsumer ur"hase -nen-on o #u. "osme-" rodu"s were also e:am-ned; The
resuls showed ha he rodu" knowledge ha3e h-gh -ma" on he -nen-on o
"usomers o #u. "osme-"s /rom he erse"-3e o/ he "ounr. o/ or-g-n,
/ollowed #. he -mage o/ he "ounr. and ar-o-sm; when anoher 3ar-a#le are
aken -no "ons-dera-on su"h as r-"e, "usomer re/eren"e, so"-al saus and
rodu" ual-., C'' had a se"ond lowes la"e /ollowed #. so"-al saus;
rom he /-nd-ng, -n he "one: o/ "osme-" rodu"s he resul show ha
Counr. o/ Manu/a"ure -s more -moran han Counr. o/ Brand wh-le
heore-"all. -s oherw-se when lead-ng o he rodu"-on o/ oher rodu"s; &/
users know he-r rodu" was manu/a"ured -n de3elo-ng "ounr-es user w-ll
"hange he ur"has-ng de"-s-ons, #e"ause un"ons"-ousl. a low ual-. rodu"
"omes on he-r m-nds;
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5
R"*"-")"
$ehen L; $ondoh Dr;1, Maznah an 'mar2, Na#s-ah 4#dul ah-d* &shak
&sma-l* and 4mran arun4s-an, 4"adem. o/ Managemen Dournal, Fol; 12, No;
1, A*U107, Danuar. 2007, The %//e" o/ Brand &mage on '3erall $a-s/a"-on and
Lo.al. &nen-on -n The Cone: o/ Color Cosme-"
L;&;M; >-ng $an, T;%;'; >uan $-m, T;4;N; Chr-s-ne N.a L-ng and N;G; Tuan
o"k, a"ul. o/ Bus-ness and Law, Mul-med-a
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7
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A
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50
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