Antecedents Of Brand Origin Recognition Accuracy (BORA) And It’s Impact On Product Preferences Among Young Malaysians

This study seeks to examine the antecedents of Brand Origin Recognition Accuracy (hereinafter called BORA) score, measure young Malaysians’ BORA score and test the consequences of BORA score. The antecedents of BORA score are consumer ethnocentrism, consumer animosity, need for cognition, education,...

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Bibliographic Details
Main Author: Teo , Poh Chuin
Format: Thesis
Language:English
Published: 2011
Subjects:
Online Access:http://eprints.usm.my/42803/1/TEO_POH_CHUIN.pdf
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