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

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)

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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 University Business School > Dept. Marketing
Depositing User: Ms. Molly Chuah
Date Deposited: 09 Jul 2013 02:12
Last Modified: 09 Jul 2013 02:12
URI: http://eprints.sunway.edu.my/id/eprint/160

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