Abstract: The competition for Indonesian cellular phone market share is growingly fiercer. The localbrands enjoyed short-term moments of popularity, taken latter by Chinese counterparts. Thoughthey blew local brands, they could be seen as coming from the same region. Intrigued by issue ofidentity, the study attempts to explore the role of country of origin, price, and innovation.Country of origin is represented by examination of country of origin's identity concern effect oncountry of origin consideration. Price is represented by examination of perceived price effect andbrand preference. Innovation is represented by examination of challenging innovation effect onbrand preference. It is also interested in examining the moderating roles of perceived price andchallenging innovation on the....
Keywords:Identity Concern;Consideration; ChallengingInnovation; Price Innovation; Brand Preference.
JEL Classification: M31
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