Exploratory research on consumer brand perception and of country-of-origin - a local perspective in the study of country-of-origin phenomenon with branding, involvement levels and ethnic diversity as intervening factors

• Main Authors: Bharti Ramchand Daswani, Pau, Regina Cheng Han
• Other Authors: Low, Peter Issac Siow Siam
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10849
• Institution: Nanyang Technological University

This study empirically examines the country-of-origin phenomenon in the presence of factors such as branding, country development levels, involvement levels and ethnic diversity. A product’s country-of-origin is one of its external cues that may be used by consumers in their evaluation process. This...