Toward Understanding the Young Consumer's Brand Associations and Ethnocentrism in the Lion's Port

Aron O'Cass, Kenny Lim

Research output: Contribution to journalArticle

34 Citations (Scopus)

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 languageEnglish
Pages (from-to)759-775
Number of pages17
JournalPsychology and Marketing
Volume19
Issue number9
DOIs
Publication statusPublished - 2002
Externally publishedYes

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