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

Modern Applied Science

Volumn 8, Issue 3, 2014, Pages 92-106

  Othman, Charraz ^a   Rahman, Muhammad Sabbir ^b  

^a MULTIMEDIA UNIVERSITY   (Malaysia)

^b INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA   (Malaysia)

Author keywords

Brand personality; Fast food; Green purchase intention; Organic food; Perceived behavioural control; Subjective norm; Theory of planned behaviour (TPB)

Indexed keywords

EID: 84900412304     PISSN: 19131844     EISSN: 19131852     Source Type: Journal    
DOI: 10.5539/mas.v8n3p92     Document Type: Article

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