Business Review


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.


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



Creative Commons License

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

Published Online

March 05, 2021



Publication Stage



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