Toward integrative model of consumers perceived for brand quality and preferences: A theoretical perspective

This paper aims to provide a synthesis model describing the relationship between perceived brand quality, brand preferences and brand purchase intention. It investigates how extrinsic product cues, i.e., brand name, country of origin, and price can affect the consumers’ perceptions for quality and brand preferences toward purchase intention. Furthermore, examine if the moderator social factor, i.e. family, reference groups, and roles and status- could moderate the effect between perceived of brand quality and brand preferences. This model takes the advantage of the previous criticisms and recommended by previous studies and theories that related to consumer behaviour and purchase decision making. A critical review of the related literature was done. As a result, a synthesis model was proposed. Even though there are numerous of studies discussed about perceived quality, social norms, behaviour, and intention to purchase, yet it is rarely to see the research examined on the interrelationship between consumers’ perceptions for quality and brand preferences toward purchase intention by evaluation of extrinsic product cues. Therefore, this paper tried to fulfil this gap. While empirical evidence exists regarding aspects of these cues, these gaps in the literature remain. Thus, the contribution of this paper is to provide a synthesis comprehensive model to fill this gap.