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Discovering Chinese Product Strategies on Stimulating Attitude and Intention: Involvement of Innovation, Country-of-Origin and Knowledge

Globalization has succeeded in broadening consumers’ choice via technological assistance which provides sufficient variety of information. Companies shall face competition, both at domestic and international level, which is more intensified than prior to globalization. Chinese brands are increasingly popular overseas and reaching out to compete with other global brands. Global consumers are also continuously looking up for newest product innovations yet having the lowest price tag in the market. Their search brings about knowledge and attention on Chinese brands. This research aims to analyse the influence of product innovation, country of origin, and product knowledge on purchase intention through brand attitude. To collect data, close-ended questionnaires were handed over to 100 respondents. The data were then calculated using SmartPLS 3.2.7. The findings indicated that in order to create more favourable brand attitude, a company needs to focus on efforts to generate customer memory about product specification.