Examining the determinants of international brand recognition among Malaysian consumers in Kuala Lumpur / Fatihah Norazami Abdullah...[et al.]

Abdullah, Fatihah Norazami and Abd Rashid, Nurazlina and Syazana Jamil, Nur Izzati (2018) Examining the determinants of international brand recognition among Malaysian consumers in Kuala Lumpur / Fatihah Norazami Abdullah...[et al.]. In: International Business & Management Academic Colloquium 2018. Faculty of Business & Management, Universiti Teknologi MARA (UiTM) Cawangan Kedah, Sungai Petani, Kedah, p. 32. ISBN 9789670314563

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Abstract

The objectives of the study are to explain the concept of brand recognition and to identify what constitutes consumer recognition of international brands among Malaysian consumers in Kuala Lumpur. Consumers in Kuala Lumpur were chosen as respondents because Kuala Lumpur is the capital of Malaysia. In addition, consumers in Kuala Lumpur also have higher purchasing power compared to other cities in Malaysia. They were also more susceptible to a wide variety of local or international products available in various types of shopping malls. One of the objectives of this study was to examine the relationship between international brand recognition and other variables such as product quality, product design, education and country of origin to measure their degree of influence. Data were collected by using self-administered questionnaires indicated some form of correlation between product quality, product design, education and country of origin and international brand recognition. The number of respondents was 52 and the method used was simple random sampling. The results from numerical investigations revealed that product qualities, country of origin, product design had moderate positive relationship with international brand recognition. Based on the finding, this study may recommend that the number of respondents should be increased in future research and it should be conducted in every state in Malaysia for better and comprehensive results. Other variables should also be added in the future such as user profiles, product feature and other items. In addition, among the variables studied, education had a weak positive relationship with international brand recognition. Therefore, it is recommended that more promotional activities should be carried out to the consumers to provide awareness and information on local or international brands.

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Item Type: Book Section
Creators:
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Abdullah, Fatihah Norazami
UNSPECIFIED
Abd Rashid, Nurazlina
UNSPECIFIED
Syazana Jamil, Nur Izzati
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Customer services. Customer relations
Divisions: Universiti Teknologi MARA, Kedah > Sg Petani Campus > Faculty of Business and Management
Page Range: p. 32
Item ID: 36757
Uncontrolled Keywords: Brand Recognition, Country of Origin, Design, Quality
URI: https://ir.uitm.edu.my/id/eprint/36757

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36757

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