Purpose-This study intends to discover factors affecting consumers' intention to participate in cause-related marketing (CRM) and how CRM influences their intention to visit hypermarkets in Malaysia. Design/methodology/approach-Through a self-administered questionnaire and using a mall-intercept technique, a total of 460 samples were collected from consumers in Malaysia. Structural equation modelling was then used to analyse the data. Findings-The results show that three variables (perceived CSR image, consumer-company identification and perceived company-cause fit) out of four significantly predicted consumers' attitude towards CRM. Also, two components (attitude and perceived behavioural control) out of three in the theory of planned behaviour were found to be significantly related to CRM participation intention. Lastly, CRM participation intention was found to influence hypermarket visit intention. Originality/value-The proposed theory of planned behaviour (TPB) was found to be applicable in predicting CRM participation intention and hypermarket visit intention. The findings showed that consumers are more likely to increase their intention to visit a hypermarket that adopts a CRM campaign, which led us to highlight the main implications for hypermarket management and new study areas in this field.
This study examines how undergraduates’ personality, parental and peer influences on their career choice. Partial Least Square, hierarchical component model (HCM) was used to measure the formative measurement model of personality construct and reflective measurement models of parent and peer influence constructs on career choices in the study. Data were collected from 218 of undergraduates from local private and public universities. Findings show that there are significant positive relationship between personality, parental and peer influences and career choices. Such insights are useful for HRD practitioners to develop relevant HRD interventions to assist individuals and organizations in career development. Limitations and suggestions for future research are also discussed.
As one of the most growing sector, the market size of cosmetics in the Asia Pacific region and was forecasted to reach around USD 126.86 billion by 2020, accounting for 32% of sales worldwide (Statista 2019). The prestige cosmetics segment in Malaysia has reached USD 198 million in 2019 with expected yearly growth of 5% (Statista 2019). The influence of K-Pop and K-Drama have stimulated interests towards Korean products, especially Korean beauty products which is very popular amongst the young consumers. The purpose of present study is to investigate the influence of value factors on purchase intention among undergraduates. The study grounding on Theory of Consumption Value (TCV) of Functional Value, Social Value and Epistemic Value is to examine undergraduates purchase intention towards Korean beauty products. A sample of 351 undergraduates who aged between 18 to 26 responded to the study. Data analysis using SmartPLS reveals that Functional Value, Social Value and Epistemic Value are significant predictors of Korean beauty products purchase intention in Klang Valley Malaysia. Importance and Performance Matrix (IPMA) analysis reveals that social values having the importance performance and with more room for improvement as compared to the functional and epistemic values. This study contributes to both marketing literature and practical perspective in Korean beauty products purchase behaviors.
Globalization have made intercultural competencies crucial for working and interacting effectively with people from diverse nationality, ethnics, and racial groups. Thus, this study tends to examine the predictors of cultural intelligence among international students and to propose strategies that could help international students to better adjust themselves while studying in Malaysia. A quantitative research approach was used in this study. Questionnaires were distributed and a sample size of the study collected consisted of 194 international students. Structural Equation Model using SMARTPLS was implemented to achieve the objectives of this study. The findings found that “Openness to Experience” personality trait, mainstream social connectedness, cultural exposure, and cross-cultural training were found to be positively related to cultural intelligence. Furthermore, cultural intelligence was found to have a positive significant relationship with cross-cultural adjustment. These findings underline the importance of predictors and cultural intelligence in understanding successful international students’ cross-cultural adjustments. The study also examines cultural intelligence in a multiple loci of intelligences framework, which consists of capabilities such as motivational, mental and behavioral aspects. This study has contributed to the area of cultural intelligence and cross-cultural adjustments by providing suggestions to industry players such as the Higher Education Institution, government agencies and managers in enhancing cultural intelligence of international students or expatriates.
This study aims to examine the interaction effect of country of manufacture and brand awareness, packaging and price impact on the purchase intention of toothpaste among young adults in Malaysia. As previous studies show, the country of origin should not be taken as a single clue, as it exaggerates the country of origin effect. This study evaluates the effect of the country of origin effect on the low-involvement good (toothpaste). The Cue Utilization Theory was used to explain how the consumer uses product cues to rate a product before making a purchase decision. Study data are analysed using SmartPLS. The results of this study showed that all variables influence consumer purchase intention for toothpaste. IPMA analysis showed that the interaction effect of the country of manufacture and brand awareness are important factors.
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