Work

Global Versus Local Brand: Perceived Quality and Status- Seeking Motivation in the Automobile Industry

Year: 2012

Type: conference-paper

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.

Source: Sunway Institutional Repository (Sunway University)

Authors: Jessica Sze Yin Ho, Derek Lai Teik Ong, Pheik Ing Wang, Grace Tsu Phing Tay, Chye Peng New

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W214711796

FWCI: 4.187

Cites: 41

Cited by: 10

Related to: 10