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| Brand Identity Prism: An Analysis Of Customer Purchase Intention In Local Brand Product In Selected Stores In Malolos,Bulacan
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RICARDO S. JIMENEZ,MBA and RUSSE LEE TULABUT
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Abstract:
This study focused on the effects of brand identity prism: An analysis of customer purchase intention in local brand product. In Selected Stores in Malolos City, Bulacan. This study dealt with consumer behavior with regards to Local Brand. There are three roles in creating a brand: (1) the brand effect makes its product distinct from others; (2) it has an identification effect; and (3) it offers a new choice to consumers. This study paid attention to the third. The reason was based on the suggestion of a new choice gives consumers a chance to choose a new lifestyle. The study is descriptive type of research to determine the current state of Brand Prism on purchase intention in Local Brand Products. The instrument used in the study were questionnaires designed to collect data through Google form. The questionnaire was designed to collect data via the Google form. The study revealed that physique, relationship, consumer reflection, personality, culture, self-image were all important indicators about respondents intension using Brand Identity Prism. However, there were few indicators displayed to have the highest means implying those were the preferences of respondents Local brand.
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