Exploratory research on consumer brand perception and of country-of-origin - a local perspective in the study of country-of-origin phenomenon with branding, involvement levels and ethnic diversity as intervening factors
This study empirically examines the country-of-origin phenomenon in the presence of factors such as branding, country development levels, involvement levels and ethnic diversity. A product’s country-of-origin is one of its external cues that may be used by consumers in their evaluation process. This...
| Main Authors: | , |
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| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Online Access: | http://hdl.handle.net/10356/10849 |