Global Versus Local Brand: Perceived Quality and Status- Seeking Motivation in the Automobile Industry
作者： Jessica Sze Yin Ho , Derek Lai Teik Ong , Grace Tsu Phing Tay , Chye Peng New , Pheik Ing Wang
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摘要: The purpose of this research is to examine the influence status-seeking motivation on perceived quality a global versus local automobile brand in Malaysia. data for was collected through 303 questionnaires from young working adults within Klang Valley. Data analysed using repeated measure t-test and results show that generally preferred terms regards wealth, achievement enhance social standings. Likewise, regardless high or low motivation, still over brand.
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