Ho, Jessica Sze Yin * and Ong, Derek Lai Teik * and Wang, Pheik Ing * and Tay, Grace Tsu Phing * and New, Chye Peng * (2012) Global versus local brand: perceived quality and status-seeking motivation in the automobile industry. In: Asia-Pacific Business Research Conference, 13 - 14 Feb 2012, Kuala Lumpur. (Submitted)
|
Text
Derek Ong - Global vs Local Brand Perceived Quality and Status-Seeking Motivation in the Automobile Industry.pdf - Submitted Version Download (143kB) | Preview |
Abstract
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 using repeated measure t-test and results show that a global brand is generally preferred in terms of perceived quality in regards to wealth, achievement and enhance social standings. Likewise, regardless of high or low status-seeking motivation, a global brand is still preferred over a local brand.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Perceived quality; Status-Seeking motivation; Global and local brands; Automobile industry |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Sunway University > Sunway Business School [formerly Sunway University Business School until 2023] > Dept of Marketing Strategy and Innovation [formerly Dept. Marketing] |
| Depositing User: | Ms. Molly Chuah |
| Related URLs: | |
| Date Deposited: | 09 Jul 2013 02:12 |
| Last Modified: | 12 Oct 2020 07:10 |
| URI: | http://eprints.sunway.edu.my/id/eprint/160 |
Actions (login required)
 |
View Item |
