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

• 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/36963/1/Modern_applied_science.pdf; http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf; http://irep.iium.edu.my/36963/; http://dx.doi.org/10.5539/mas.v8n3p92

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...