Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)

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The Impacts of Corporate-Brand Credibility, Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: the Case of Pt Mustika Ratu TBK Indonesia

Authors
Andrea Chandra1, Mochammad Riyadh Rizky Adam1, *
1Swiss German University, Tangerang, Indonesia
*Corresponding author. Email: rizky.adam@sgu.ac.id
Corresponding Author
Mochammad Riyadh Rizky Adam
Available Online 11 December 2024.
DOI
10.2991/978-94-6463-585-0_32How to use a DOI?
Keywords
Corporate-Brand Credibility; Corporate-Brand Origin; Self-Image Congruence; Purchase Intention
Abstract

Companies have historically used corporate branding to establish and maintain their uniqueness, stakeholder preferences, and other characteristics of their business. Marketers also encourage the use of corporate branding to influence consumers’ positive perceptions of existing and new products. This study involves a quantitative approach (i.e., multiple regression analysis). SPSS software is required for data analysis. The purpose of this study is to investigate the effects of corporate-brand credibility, corporate-brand origin, and self-image congruence on the intention to purchase products of PT Mustika Ratu Tbk., a well-established and popular herbal and cosmetic company in Indonesia. The results of this study show that corporate-brand credibility does not affect purchase intentions, except for the other two variables.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
11 December 2024
ISBN
978-94-6463-585-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-585-0_32How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Andrea Chandra
AU  - Mochammad Riyadh Rizky Adam
PY  - 2024
DA  - 2024/12/11
TI  - The Impacts of Corporate-Brand Credibility, Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: the Case of Pt Mustika Ratu TBK Indonesia
BT  - Proceedings of the 5th International Conference on Global Innovation and Trends in Economy 2024 (INCOGITE 2024)
PB  - Atlantis Press
SP  - 477
EP  - 490
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-585-0_32
DO  - 10.2991/978-94-6463-585-0_32
ID  - Chandra2024
ER  -