Antecedents Of Brand Origin Recognition Accuracy (BORA) And It's Impact On Product Preferences Among Young Malaysians
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Date
2011-04
Authors
Teo, Poh Chuin
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Journal ISSN
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Publisher
Universiti Sains Malaysia
Abstract
This study seeks to examine the antecedents of Brand Origin Recognition Accuracy (hereinafter called BORA) score, measure young Malaysians’ BORA score and test the consequences of BORA score. The antecedents of BORA score are consumer ethnocentrism, consumer animosity, need for cognition, education, international experience, vocation and gender. In this study, there are six measures of BORA scores, namely Overall BORA score, Malaysia BORA score, Foreign BORA score, US BORA score, Europe BORA score and Singapore BORA score. The respondents of this study are young Malaysians aged between 16 to 30 years old residing in Pulau Pinang and the convenience sampling method is used. Statistical Package for the Social Sciences (SPSS) version 17 was used to analyze the data of this study. The findings showed respondents’ BORA score is influenced by consumer ethnocentrism, need for cognition, education level, international experience and gender. For example, Overall BORA score influenced by consumer ethnocentrism, need for cognition and international experience; Malaysia BORA score influenced by international experience; and, US BORA score influenced by consumer ethnocentrism, need for cognition, education, international experience and gender. However, none of the antecedents are significantly related to Europe BORA and Singapore BORA scores. Besides, consumer animosity and vocation did not show any significant impact on the specific BORA
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Keywords
Antecedents of brand origin recognition accuracy , impact on product preferences among young Malaysians