Corporate Branding in Multiculturalism Context: Impact of Brand Perception towards Purchase Intention

Su, Kai Liang (2023) Corporate Branding in Multiculturalism Context: Impact of Brand Perception towards Purchase Intention. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Brands in today’s world are striving to expand their market especially in the multicultural environment, like Malaysia, is easier said than done. Considering each individual may vacillate between multiple loci of cultural identities (Chinese, Malays, Indian etc…), the degree to which a brand can appeal accurately to targeted customers, are considerably small. However, the good news is that a brand can always improve from where they are by studying what are the factors that drive a particular customer to approach one’s brand over the other. Previous scholars reveal the significance of product attributes such as overall product quality, product features as well as how the features may help one to fulfil a particular task. Nevertheless, a brand shall not neglect the significance of non-product attributes such as user & usage imagery, product packaging appearance and brand personality, which surprisingly less research has been done in this area (Keller, 1993). Hence, this thesis explores the impact of brand perception primarily (user & usage imagery, product packaging appearance & brand personality) of Li-Ning, analyse if ethnicity plays a role in influencing Li-Ning’s brand image, its brand perception towards the brand and eventually their purchase intention. Where the underlying theory supported the entire study is self-congruity theory, because of the congruency between consumers and non-product attributes & ethnic culture, that then later develop purchase intention. Results show that there is an almost equal significant of all concerned non-product attributes in shaping Li-Ning’s brand image. ANOVA Comparison of Means Test proves that ethnicity influences Li-Ning brand’s image, subsequently congruity became main driving factors that lead to different perceptions among ethnicities, as well as their purchase intentions