BRAND ORIGIN CONFUSION EFFECTS ON BRAND PREFERENCEudAND BRAND PURCHASE LIKELIHOOD

摘要

This study investigated the effects of brand origin confusion (BOC)udon consumers preference and consumers purchase likelihood of local versusudforeign brands in Indonesia. Come up from country-of-origin (COO) literaturesudand brand origin recognition accuracy, this study would like to confirm whetherudthere are significant effects of BOC to brand preference and purchase likelihood.udIt intended to describe whether BOC really affected brand preference andudpurchase likelihood in developing markets, such as Indonesia.udPilot study was conducted and 24 brands (12 local and 12 foreign)udwhich exist in Indonesia were selected. One hundred and fifty respondentsudevaluated some variables such as brand origin, brand knowledge, brand preference,udand brand purchase likelihood. For the data analysis, simple and multipleudregressions were conducted.udThe result of this study mostly supported the hypotheses.udSpecifically, the results showed that in a high level of BOC, local brands areudlikely to have advantage and foreign brands are likely to have disadvantage.udMeanwhile, brand knowledge was not found to have moderating role of BOCudeffect to brand preference.