BRAND ASSOCIATION AND ONLINE PURCHASE INTENTION IN KUALA LUMPUR MALAYSIA

Abstract

There are a lot of research has explored in marketing field and many of them focus on consumer behavior especially in spending behavior in digital platform and online shopping. However, very limited researchers have found that in depth of study consumer behavior in Malaysia focus on online food delivery (OFD) industry. Further study is required for the world of on-line food delivery business (Cheow, et al., 2017). The purpose of study is to determine the relationship between brand associations and online purchase intention by using online food delivery. Research is targeted on Asian developing country on-line food delivery that bring greater business opportunities via digital platform. The study proposes associate integrative theoretical analysis model supported the Keller’s Consumer Base Brand Equity (CBBE) and Asker’s Brand Equity Conceptual framework were developed based on Keller’s dimension of brand knowledge. 183 respondents were responded to examine for this research model. The results imply that the projected hypotheses are going to be supported by SPSS end result. Managerial recommendation, limitations of study & further research direction.