•  
  •  
 
Business Review

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

Creative Commons License

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

Published Online

March 05, 2021

Share

COinS
 
 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.