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
Published Online
March 05, 2021
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Publication Stage
Published
Article Timeline
Submitted
05-03-2021
Published
01-01-2010
