Validating cultural landscape in consumer brand preferences / Ida Izumi Abdollah

• Main Author: Abdollah, Ida Izumi
• Format: Thesis
• Language: English
• Published: 2019
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/39441/1/39441.pdf; https://ir.uitm.edu.my/id/eprint/39441/

Culture has played a significant role in all aspects of human life affecting individual behaviours and decisions making. To ascertain, understand and interpret its impact, cultural frameworks are adopted. Since the past Malaysian cultural studies has relied on Western based frameworks to explain the...