Antecedents Of Brand Origin Recognition Accuracy (BORA) And It’s Impact On Product Preferences Among Young Malaysians

Teo , Poh Chuin (2011) Antecedents Of Brand Origin Recognition Accuracy (BORA) And It’s Impact On Product Preferences Among Young Malaysians. Masters thesis, Universiti Sains Malaysia.

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Abstract

This study seeks to examine the antecedents of Brand Origin Recognition Accuracy (hereinafter called BORA) score, measure young Malaysians’ BORA score and test the consequences of BORA score. The antecedents of BORA score are consumer ethnocentrism, consumer animosity, need for cognition, education, international experience, vocation and gender. In this study, there are six measures of BORA scores, namely Overall BORA score, Malaysia BORA score, Foreign BORA score, US BORA score, Europe BORA score and Singapore BORA score.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions:	Pusat Pengajian Pengurusan (School of Management) > Thesis
Depositing User:	ASM Ab Shukor Mustapa
Date Deposited:	31 Oct 2018 02:45
Last Modified:	12 Apr 2019 05:26
URI:	http://eprints.usm.my/id/eprint/42803

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