Journal of Applied Management and Business (JAMB)
Vol. 1 No. 1 (2020)

BRAND HERITAGE, CORPORATE REPUTATION AND BRAND IMAGE ON BUYING INTENTION

Guntur Pradipto Aji Raharjo (Program Studi Magister Manajemen Universitas Kristen Maranatha, Bandung, Indonesia)



Article Info

Publish Date
30 Jul 2020

Abstract

This study aims to prove empirically how these three factors can influence purchasing decisions. This research model involves several variables of brand heritage, corporate reputation, purchase intention and brand image as additional variables. This research proves that brand heritage is still an important driver of customer purchase intentions or intentions. Similar results also occur in corporate reputation that supports this view that corporate reputation has a positive influence on buying intentions for Datsun products, and brand image that also influences consumers to buy Datsun products.

Copyrights © 2020






Journal Info

Abbrev

jamb

Publisher

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Social Sciences Other

Description

Journal of Applied Management and Business (JAMB) is a peer review journal published by Universitas Dinamika. This journal is published in June and December. Journal of Applied Management and Business (JAMB) is a learned journal in the management and marketing for a knowledge society, international ...