Understanding the younger Singaporean consumers’ views of western and eastern brands

Abstract

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country‐of‐origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and results indicate CET had no effect on brand preference or purchase intention.

Citation

O’Cass, A. and Lim, K. (2002), "Understanding the younger Singaporean consumers’ views of western and eastern brands", Asia Pacific Journal of Marketing and Logistics, Vol. 14 No. 4, pp. 54-79. https://doi.org/10.1108/13555850210764954