Title: The influence of country-of-origin image, brand image, perceived quality and celebrity endorsement on sportswear brand purchase intention in an emerging country

Authors: Nurrani Kusumawati; Muhammad Bryant Muhadzdzib Abiyyu

Addresses: School of Business and Management, Institut Teknologi Bandung, Indonesia ' School of Business and Management, Institut Teknologi Bandung, Indonesia

Abstract: This study explores the factors that can influence the purchase intention towards sportswear; in particular, we analyse the effect of celebrities' perceived credibility on purchase intention towards Skechers. A quantitative approach with a survey method was employed to collect data from 214 respondents. Data analysis was conducted using PLS-SEM to test the hypotheses. Results reveal that brand image, perceived quality and celebrity's perceived trustworthiness significantly and positively influence purchase intentions. To win the market competition in Indonesia, we proposed the elaboration of the perceived quality toward the foreign companies' brand image or products to fit market preferences.

Keywords: brand image; celebrity endorsements; country-of-origin image; COOI: Indonesia; partial least square; PLS; perceived quality; purchase intention; quantitative; survey.

DOI: 10.1504/IJEPEE.2023.136313

International Journal of Economic Policy in Emerging Economies, 2023 Vol.18 No.3/4, pp.326 - 334

Received: 15 Oct 2020
Accepted: 12 Apr 2021
Published online: 30 Jan 2024 *

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