Leveraging the brand meanings in cross-cultural context : an exploratory study
Yang, Emmeline Linli
Date of Issue2003
College of Business (Nanyang Business School)
In expanding our understanding of brands and consumer behaviour, the interactions between brand associations, country-of-origin effects and cross-cultural influences were assessed. A theoretical framework adapted from past models was proposed. Findings indicated that youths engaged the use of functional and symbolic attributes in their choice of brands, subject to cultural influences.
Final Year Project (FYP)
Nanyang Technological University