BRAND ORIGIN RECOGNITION ACCURACY (BORA) AND ITS ANTECEDENTS: A CASE IN MALAYSIA

Teo Poh Chuin () and Osman Mohamad ()
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Teo Poh Chuin: Tunku Abdul Rahman University College
Osman Mohamad: Multimedia University

No 5607146, Proceedings of Business and Management Conferences from International Institute of Social and Economic Sciences

Abstract: The objectives of this study are to investigate young Malaysians? ability in recognising USA brands, and to determine the antecedents of it. It is proposed that the level of BORA score is influenced by the following antecedent variables - consumer ethnocentrism, consumer animosity, need for cognition, education, international experience, vocation, and gender. Research findings revealed that young Malaysians? ability in recognising USA brands is low, and USA BORA score is influenced by consumer ethnocentrism, need for cognition, education, international experience and gender. This study contributes to the literature and brings some insights to policy makers as well as marketing practitioners.

Keywords: Brand origin recognition accuracy (BORA); Antecedents; Consequences; Young consumers; Malaysia (search for similar items in EconPapers)
JEL-codes: M00 M16 M31 (search for similar items in EconPapers)
Pages: 15 pages
Date: 2017-07
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Published in Proceedings of the Proceedings of the 6th Business & Management Conference, Geneva, Jul 2017, pages 165-179

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