Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food

Organic fast food among Malaysian consumers is a new issue in the global fast food and organic industry. Conversely, as more people are eating foods bought from fast food restaurants, this eating out lifestyle has further heightened the problems of unhealthy eating and unbalanced diets (Azlina Samsu...

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Main Author:	Othman, Charraz
Format:	Thesis
Published:	2014
Subjects:	HF5001-6182 Business
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id	my-mmu-ep.5430
record_format	uketd_dc
spelling	my-mmu-ep.54302015-07-01T02:30:30Z Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food 2014-02 Othman, Charraz HF5001-6182 Business HF5410-5417.5 Marketing. Distribution of products Organic fast food among Malaysian consumers is a new issue in the global fast food and organic industry. Conversely, as more people are eating foods bought from fast food restaurants, this eating out lifestyle has further heightened the problems of unhealthy eating and unbalanced diets (Azlina Samsudin et al., 2011). Therefore, to help consumers improve their personal health, fast food restaurants should adopt organic meals into their service. Indeed, this study intends to investigate the proposed factor (TPB construct; subjective norm and perceived control and Brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food market whereby the market is somewhat new in the present market of Malaysia. However, this study is viewed from the organic food industry perspective. The questionnaires were answered by 169 consumers from the Cyberjaya area and through online. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase namely sincerity, competence, and sophistication. Therefore, (65%) of the variance in purchase intention can be predicted from the combination of the seven independent variables as stated. Hence, the outcome proposed that the strongest factors in this relation are sincerity. Thus, this study has concluded sincerity as a brand for organic fast food in Malaysia since it has a higher meaning compared to competence and sophistication. Therefore, the research contributions from this study are successfully incorporating brand personality variables such as sincerity, competence and sophistication to influence the formation of customers‘ intention of an organic fast food and enhancing the understanding of the theoretical mechanism within the model. Hence, this study successfully forms a new model for purchase intention towards organic fast food in Malaysia. 2014-02 Thesis http://shdl.mmu.edu.my/5430/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php masters Multimedia University Graduate School of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5001-6182 Business HF5001-6182 Business
spellingShingle	HF5001-6182 Business HF5001-6182 Business Othman, Charraz Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
description	Organic fast food among Malaysian consumers is a new issue in the global fast food and organic industry. Conversely, as more people are eating foods bought from fast food restaurants, this eating out lifestyle has further heightened the problems of unhealthy eating and unbalanced diets (Azlina Samsudin et al., 2011). Therefore, to help consumers improve their personal health, fast food restaurants should adopt organic meals into their service. Indeed, this study intends to investigate the proposed factor (TPB construct; subjective norm and perceived control and Brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food market whereby the market is somewhat new in the present market of Malaysia. However, this study is viewed from the organic food industry perspective. The questionnaires were answered by 169 consumers from the Cyberjaya area and through online. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase namely sincerity, competence, and sophistication. Therefore, (65%) of the variance in purchase intention can be predicted from the combination of the seven independent variables as stated. Hence, the outcome proposed that the strongest factors in this relation are sincerity. Thus, this study has concluded sincerity as a brand for organic fast food in Malaysia since it has a higher meaning compared to competence and sophistication. Therefore, the research contributions from this study are successfully incorporating brand personality variables such as sincerity, competence and sophistication to influence the formation of customers‘ intention of an organic fast food and enhancing the understanding of the theoretical mechanism within the model. Hence, this study successfully forms a new model for purchase intention towards organic fast food in Malaysia.
format	Thesis
qualification_level	Master's degree
author	Othman, Charraz
author_facet	Othman, Charraz
author_sort	Othman, Charraz
title	Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
title_short	Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
title_full	Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
title_fullStr	Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
title_full_unstemmed	Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
title_sort	impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food
granting_institution	Multimedia University
granting_department	Graduate School of Management
publishDate	2014
_version_	1747829572859068416

Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food

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