Antecedents of global brands preference among generation Y in Malaysia
Consumers in Asia are known for preferring global brands as opposed to the locally manufactured ones. The emergence of global brands in the marketplace has brought many benefits as well as many obstacles, especially for local marketers. This study explored the antecedents of global brands preference...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Book Section |
| Published: |
IGI Global
2020
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/27343/ http://doi.org/10.4018/978-1-7998-3042-9.ch009 |
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