Understanding the younger Singaporean consumers’ views of western and eastern brands

Aron O'Cass; Kenny Lim

doi:10.1108/13555850210764954

Understanding the younger Singaporean consumers’ views of western and eastern brands

Aron O'Cass, Kenny Lim

Research output: Contribution to journal › Article › peer-review

39 Citations (Scopus)

Abstract

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country-of-origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and results indicate CET had no effect on brand preference or purchase intention.

Original language	English
Pages (from-to)	54-79
Number of pages	26
Journal	Asia Pacific Journal of Marketing and Logistics
Volume	14
Issue number	4
DOIs	https://doi.org/10.1108/13555850210764954
Publication status	Published - 1 Dec 2002
Externally published	Yes

Keywords

Brand image
Consumers
Singapore

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10.1108/13555850210764954

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Understanding the younger Singaporean consumers’ views of western and eastern brands

Abstract

Keywords

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