The determinants on Malaysian’s global branding perception in home appliances industry

• Main Authors: Lee, Jassic Jie Xi, Tham, Yoon Hun
• Format: Final Year Project / Dissertation / Thesis
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://eprints.utar.edu.my/5145/1/jassic1503066tham1504569.pdf; http://eprints.utar.edu.my/5145/
• Institution: Universiti Tunku Abdul Rahman

It is known that home appliances industry has a high growth in these few years. The purpose of this research is to examine the effects of country of origin, quality perception, brand positioning and firm reputation towards the value perception and brand loyalty of global branding perception of Malaysian within home appliances industry in Malaysia. The focus on our study has included global brand home appliances buyers and users. There are total 200 sets of questionnaires had been distributed out. Based on the findings, most of the independent variables (country of origin, quality perception, brand positioning, and firm reputation) have positive effect with dependent variables (value perception and brand loyalty). Based on SPSS results, there is a positive relationship between most of the IVs and its DVs. For future study, there are some recommendation provided in the end of the study for the further improvement.