Influences of country of origin (COO), branding, and ethnocentrism on product evaluation : a case study of the Malaysian consumer attitude towards foreign and domestic cars.

• Main Authors: Yeo, Ee Ee., Yet, Han Yin.
• Other Authors: Xia, Yang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/11728
• Institution: Nanyang Technological University

This study investigates the degree of influence of country of origin (COO), global branding, and ethnocentrism on Malaysians’ preference of cars. The research was primarily based in Malaysia but a secondary research was also carried out in Singapore, with the purpose of examining the differences in...