The Role of Multicultural Marketing on Malay Consumers Perceptions towards Global vs. Local Ethnic Food Brands

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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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Bibliographic Details
Main Author:	Umair, Sana
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2013
Online Access:	https://eprints.nottingham.ac.uk/26314/

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