Examining Product Attributes, Brand Equity, and Brand Loyalty across Domestic and International Brand

Abstract

Although many studies have examined the influence of country-of-origin towards customer buying decision, a
few research has evaluated the indirect influence of country-of-origin on customer buying decision in a lowinvolvement
consumer
product
(ice
cream).
This
research
compares
the
effect
of
product
attributes
and
brand

equity
toward
brand
loyalty
across
the
domestic
and
international
brand.
This
study
predicts
that
international

brand
is
perceived
as
superior
compared
to
local
brand.
The
sample
of
this
study,
574
students,
was
collected

from
Bandung,
Indonesia.
The
result
shows
that
product
attributes,
equity,
and
loyalty
of
domestic
brand
are

significantly
different
from
that
of
the

international brand product. The finding of this research confirms that
international brand is perceived as superior than domestic brand in terms of product attributes and brand
equity. Lastly, related to loyalty, this study reveals that both product attribute and brand equity are important
determinants of brand loyalty for the international brand, while for domestic brand only brand equity affect
significantly brand loyalty.