Examining the determinants of international brand recognition among Malaysian consumers in Kuala Lumpur / Fatihah Norazami Abdullah...[et al.]

• Main Authors: Abdullah, Fatihah Norazami, Abd Rashid, Nurazlina, Syazana Jamil, Nur Izzati
• Format: Book Section
• Language: English
• Published: Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah 2018
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Customer services. Customer relations
• Online Access: http://ir.uitm.edu.my/id/eprint/36757/1/36757.pdf; http://ir.uitm.edu.my/id/eprint/36757/
• Institution: Universiti Teknologi Mara

The objectives of the study are to explain the concept of brand recognition and to identify what constitutes consumer recognition of international brands among Malaysian consumers in Kuala Lumpur. Consumers in Kuala Lumpur were chosen as respondents because Kuala Lumpur is the capital of Malaysia. I...