Chocolate brand familiarity and product-country evaluation among young consumersin Malaysia

Authors

Poh-Chuin Poh-Chuin, School of Management, Universiti Sains Malaysia, Malaysia
Osman Mohamad, Graduate School of Business, Universiti Sains Malaysia, Malaysia
Yudi Fernando, School of Management, Universiti Sains Malaysia, Malaysia

Abstract

Consumers’ product evaluation and brand familiarity are important in the marketing arena, considering the significant growth of the international trade and globalization. This study tries to identify young Malaysian’s chocolate brand familiarity and product-country evaluation. The results found that stereotyping and halo effects do influence young Malaysian chocolate evaluation. The discussion of this study also includes recommendation to marketing managers and research limitations.

Keywords

Country-of-origin, Stereotyping, Young Consumer; Malaysia

DOI

https://doi.org/10.54784/1990-6587.1260

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Poh-Chuin, P., Mohamad, O., & Fernando, Y. (2010). Chocolate brand familiarity and product-country evaluation among young consumersin Malaysia. Business Review, 5(1), 117-130. Retrieved from https://doi.org/10.54784/1990-6587.1260