A Study Of Malaysian Consumers' Purchase Intention For US And Local Clothing Brands

Feddad, Yasser (2011) A Study Of Malaysian Consumers' Purchase Intention For US And Local Clothing Brands. Masters thesis, Multimedia University.

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Abstract

The main purpose of this study is to investigate the purchase intention for Malaysian consumers toward a local Malaysian and US clothing brand. It was also part of the study to test whether the presence of purchase intention was caused by the proposed independent variables perceived quality,social value,brand image and advertising communications.Results shown on correlation slightly higher numbers between purchase intention and independent variables on the local Malaysian clothing brand over its counterpart Levi's. That could translate to the positive perception that Malaysian consumers have toward their local brands,and how ironically Malaysian brands are competing head-to-head with the well established foreign brands.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Users 1102 not found.
Date Deposited: 14 Nov 2012 07:54
Last Modified: 14 Nov 2012 07:54
URI: http://shdl.mmu.edu.my/id/eprint/3606

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