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The main purpose of this study is to investigate the purchase intention for Malaysian consumers toward a local Malaysian and US clothing brand. It was also part of the study to test whether the presence of purchase intention was caused by the proposed independent variables perceived quality, social value, brand image and advertising communications. Indications from international markets around the world showing local brands losing momentum to the well established global and specifically US brands. This study will investigate this prospect for the Malaysian market.
| Research Author | Yasser Feddad |
|---|---|
| Supervisor | Tan Booi Chen |
| Research Location | Multimedia University, Cyberjaya, Selangor, Malaysia |
| Data Type | Primary |
| Sampling Size | 113 |
| Language | English |
| Year Created | 2011 |
| Type | e-book, pdf |
Multimedia University (MMU), a tertiary education institution set up through Universiti Telekom Sdn Bhd (UTSB), a wholly owned subsidiary of TM, fulfils the noblest of corporate social responsibilities – taking up the challenge of educating the next generation the nation’s leaders and knowledge workers. As the first private university in Malaysia, MMU developed the pioneer model for the successful establishment of private universities in the nation, paving the way for the growth of the private tertiary education sector. As the university at the heart of the MSC, MMU also serves as a catalyst for the development of the high tech ICT industry of the nation, parallel to the Silicon Valley-Stanford model in the United States.
