Article2002

Understanding the younger Singaporean consumers’ views of western and eastern brands

89 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country‐of‐origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and results indicate CET had no effect on brand preference or purchase intention.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1985Measuring the Involvement Construct 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1987Dimensions of Consumer Expertise

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2008Asymmetric effects of brand origin confusion 2014The Impact of Consumer Ethnocentrism, Product Involvement, and Product Knowledge on Country of Origin Effects: An Empirical Analysis on Turkish Consumers’ Product Evaluation 2009Cognitive dissonance 2008Determinants for materialism among adolescents in Singapore 2016The Influence of Country-of-origin on Consumer Purchase Intention: The Mobile Phones Brand from China 2011Testing the dimensionality of Consumer Ethnocentrism Scale (CETSCALE) among a young Malaysian consumer market segment

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