The role of culture adoption in moderating the influence of country image, corporate image, brand image on brand attitude and purchase intention toward foreign brands

Abstract

This study examines the role of cultural adoption in moderating the relationship of country image to corporate image and brand image to brand attitude and purchase intention to foreign brands. During the COVID-19 pandemic, data collection was conducted online for Indonesian people interested in the Japanese restaurant Sushi Tei. The data collected from 171 respondents were analysed with partial least squares structural equation modelling (PLS-SEM). The results indicate that only corporate image and brand image were found to significantly affect brand attitude and purchase intention, while country image was insignificant. Furthermore, in the moderation test, the homologiser moderation effect was found. Culture adoption did not moderate any relationships between the conceptualised variables, but what was found was a significant relationship between culture adoption and brand attitude. The mediation test found that brand attitude partially mediated the relationship between corporate image, brand image, and purchase intention. This study also discusses its implications, both theoretically and practically, and its implications for future studies.