Abstract
This study examines consumer brand associations, focusing on the differences in price perceptions, self-image, and brand-image congruency held for Western and Eastern brands of fashion clothing by young Singaporeans. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and that elhnocentrism had no effect on brand preference or purchase intention for brands from different origins.
Original language | English |
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Pages (from-to) | 759-775 |
Number of pages | 17 |
Journal | Psychology and Marketing |
Volume | 19 |
Issue number | 9 |
DOIs | |
Publication status | Published - 2002 |
Externally published | Yes |