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Brand Origin Recognition Accuracy (Bora) And Its Antecedents: A Case In Malaysia

Author

Listed:
  • Teo Poh Chuin

    (Tunku Abdul Rahman University College)

  • Osman Mohamad

    (Multimedia University)

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.

Suggested Citation

  • Teo Poh Chuin & Osman Mohamad, 2017. "Brand Origin Recognition Accuracy (Bora) And Its Antecedents: A Case In Malaysia," Proceedings of Business and Management Conferences 5607146, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:ibmpro:5607146
    as

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    File URL: https://iises.net/proceedings/6th-business-management-conference-geneva-56/table-of-content/detail?cid=56&iid=014&rid=7146
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    References listed on IDEAS

    as
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    4. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand origin recognition accuracy (BORA); Antecedents; Consequences; Young consumers; Malaysia;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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