Antecedents of global brands preference among generation Y in Malaysia

Consumers in Asia are known for preferring global brands as opposed to the locally manufactured ones. The emergence of global brands in the marketplace has brought many benefits as well as many obstacles, especially for local marketers. This study explored the antecedents of global brands preference...

Full description

Saved in:
Bibliographic Details
Main Authors: Abdul Talib, Asmat Nizam, Yusof, Mahjabin
Other Authors: Mohd Suki, Norazah
Format: Book Section
Published: IGI Global 2020
Subjects:
Online Access:http://repo.uum.edu.my/27343/
http://doi.org/10.4018/978-1-7998-3042-9.ch009
Tags: Add Tag
No Tags, Be the first to tag this record!
Be the first to leave a comment!
You must be logged in first