Purpose -The purpose of this study is to explore the effects of brand's country-of-origin image on the formation of brand equity. Design/methodology/approach -To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and air-conditioners, in the Malaysian market is examined. A conceptual framework in which brand's country-of-origin image is postulated to influence the dimensions of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations. These dimensions, in turn, influence brand equity. Data were collected from consumers of household electrical appliances using probability sampling. Findings -Factor analysis conducted on brand equity dimensions, produced three factors namely, brand distinctiveness, brand loyalty, and brand awareness/associations. The regression analysis results show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty and brand awareness/associations. Research limitations/implications -The study investigates brand equity of durable goods of three product categories namely television, refrigerator and air-conditioner. It only considers brand's country-of-origin image as one of the sources of brand equity. The conceptual framework does not take into consideration factors that moderate the influence of antecedent of brand equity on brand equity. Practical implications -Producers of household electrical appliances should put greater emphasis in creating brand loyalty for their products. The good image of brand's original country should be highlighted in order to enhance the overall image of the brand. Favorable country image can also be capitalized in brand-naming strategy. Originality/value -This is paper important in identifying the sources of brand equity.

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The purpose of the study is to determine the relationships between belief, attitude, subjective norm, intention, and behavior towards the choice of infant food based on the Theory of Reasoned Action (TRA). An analysis on a sample of 108 mothers indicates that the TRA could be used in predicting choice decision of infant food formulas by explaining 57 percent of the variance in the behavioral intention. The subjective norm component had a higher predictive power than the attitudinal component. Of this normative component, parents or relatives and doctors were found to be more influential. Intention to choose an infant formula was also influenced by family income. The belief outcomes in evaluating a premium infant formula and economic infant formula were found to be different. For premium infant formula, brand trusted, closest to breast milk and nutrients content were identified as the dominant attributes. In contrast, availability, affordable, and nutrients content were identified as the prime beliefs in evaluating economic infant formula. Implications of the findings are discussed.

The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising remains unclear. A wise understanding is essential to ensure the effective use of this medium in the future. This study analyzed the consumers' attitude towards mobile advertising and their intention to purchase the advertised products and services. The conceptual framework for this study was derived from the abstract ideas of the Theory of Planned Behavior and the Theory of Permission Marketing. Accordingly, factors such as subjective norms and perceived behavioral control also included to understand its impact on the purchase intention. More importantly, the dimension of permission also included to understand its role between the attitude towards mobile advertising and purchase intention. The convenience sampling technique was applied to obtain responses from the mobile phone users throughout Malaysia. It resulted in 856 usable responses. The analysis of Structural Equation Modeling (SEM) confirmed that the proposed conceptual model fits well within the context of Malaysian consumers. The results of SEM demonstrated significant relationships between the consumers' attitude towards mobile advertising, subjective norms, perceived behavioral control and their intention to purchase products and services. Further analysis also found that the dimension of permission partially mediates the relationship between the attitude and purchase intention. The study reveals several implications for theory and practice relating to the future development of the mobile advertising industry in this country.

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