Global versus local brand: perceived quality and status-seeking motivation in the automobile industry

Global versus local brand: perceived quality and status-seeking motivation in the automobile industry

The purpose of this research is to examine the influence of status-seeking motivation on perceived quality of a global versus local automobile brand in Malaysia. The data for this research was collected through 303 questionnaires from young working adults within the Klang Valley. Data was analysed u...

Full description

Bibliographic Details
Main Authors: Ho, Jessica Sze Yin *, Ong, Derek Lai Teik *, Wang, Pheik Ing *, Tay, Grace Tsu Phing *, New, Chye Peng *
Format: Conference or Workshop Item
Language:English
Published: 2012
Subjects:
HF Commerce
Online Access:http://eprints.sunway.edu.my/160/
http://eprints.sunway.edu.my/160/1/Derek%20Ong%20-%20Global%20vs%20Local%20Brand%20Perceived%20Quality%20and%20Status-Seeking%20Motivation%20in%20the%20Automobile%20Industry.pdf

Similar Items

Similar Items