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

Aron O'Cass, Kenny Lim

Research output: Contribution to journalArticlepeer-review

41 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 languageEnglish
Pages (from-to)54-79
Number of pages26
JournalAsia Pacific Journal of Marketing and Logistics
Volume14
Issue number4
DOIs
Publication statusPublished - 1 Dec 2002
Externally publishedYes

Keywords

  • Brand image
  • Consumers
  • Singapore

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