The Effect of Brand Name on Customer Purchase Intention: An Experimental Study

Abstract

Many marketing strategies are carried out by companies, one of them is the use of foreign brand name for a product. Consumer in developing countries might think that the brand which use foreign name as their brand name is originated from developed countries. This research aim to examine effect of brand name on customer purchase intention. An experimental approach was used to test the research hypotheses. Eighty one participants were randomly assigned to one of two stimuli using fake brand name (in Bahasa Indonesia