The Role of Multicultural Marketing on Malay Consumers Perceptions towards Global vs. Local Ethnic Food Brands
This dissertation combines two different elements of interest in International Marketing Research. The objective of this research is the comparison of global versus local brand within the context of ethnic marketing in the multicultural society of Malaysia. The product instant noodle in the category...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2013
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| Online Access: | https://eprints.nottingham.ac.uk/26314/ |