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.
• 其他作者: Xia, Yang
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Marketing
• 在線閱讀: http://hdl.handle.net/10356/11728

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...