PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The purpose of this research is to compare the effect of brand image on consumers' satisfaction and behavioural intention for local versus imported brands. This research surveyed 110 respondents who preferred to buy local bags and 110 respondents who preferred imported bags. The results suggest brand image has a positive and significant impact on customer satisfaction and behavioural intention for both local and imported brands. However, brand image of imported brands has a greater impact on customer satisfaction, whereas the customer satisfaction of local brands has a greater impact on customer behavioural intention. Consumers of local brands are more satisfied with local products and show greater positive behavioural intention. However, the brand image of imported brands are perceived as being better.