Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food

Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food

Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers impr...

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Bibliographic Details
Main Authors: Charraz Othman, Charraz, Rahman, Muhammad Sabbir
Format: Article
Language:English
English
Published: Canadian Center of Science and Education 2014
Subjects:
HF Commerce
HF5001 Business. Business Administration
HF5410 Marketing. Distribution of products
Online Access:http://irep.iium.edu.my/36963/
http://irep.iium.edu.my/36963/1/Modern_applied_science.pdf
http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf

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