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

• Main Authors: Ho, Jessica Sze Yin *, Ong, Derek Lai Teik *, Wang, Pheik Ing *, Tay, Grace Tsu Phing *, New, Chye Peng *
• 格式: Conference or Workshop Item
• 語言: English
• 出版: 2012
• 主題: HF Commerce
• 在線閱讀: 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; http://eprints.sunway.edu.my/160/

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...