Malaysian Chinese Consumer Behaviours:
Heterogeneity in Ethnicity and Acculturation Influence on Consumer’s Perceived Value in Consumption

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Malaysian Chinese Consumer Behaviours: Heterogeneity in Ethnicity and Acculturation Influence on Consumer’s Perceived Value in Consumption

The rise of China’s economy has contributed to dramatic increase of ethnic Chinese-related consumer research. However, those researches are mainly tailored to enhance knowledge of Chinese consumers in the Mainland China or Overseas Chinese in Western countries. In fact, the Malaysian Chinese is uniq...

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Bibliographic Details
Main Author:	Ong, Jean Chii
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/24012/

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