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Evaluating the Effects of Product Quality and Branding on Perceived Price and Purchase Intention in International Cafés, Selangor, Malaysia  

Lee, Sang-Hyeop (Centre for Tourism, Hospitality, and Culinary Management, Sunway University)
Weng, Pong Chee (Centre for Tourism, Hospitality, and Culinary Management, Sunway University)
Lee, Jong-Ho (Department of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.22, no.1, 2016 , pp. 61-69 More about this Journal
Abstract
Little is known regarding the impacts of product quality and branding on perceived price and purchase intention in international cafes, Selangor, Malaysia. This study tested the relationships among product quality, branding, perceived price, and purchase intention within the context of international cafes. A total of 301 customers at 6 international cafes in Selangor state in Malaysia completed questionnaires. It was found that product quality and branding positively influence perceived price. In addition, perceived price has a significant impact on purchase intention.
Keywords
product quality; branding; perceived price; purchase intention;
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Times Cited By KSCI : 2  (Citation Analysis)
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