An investigation on the cross cultural factors that regulate Malaysians in choosing international brands
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Date
2016-02Author
Ojukwu, Chukwuemeka Joshua
Sulaiman, Sajilan
Obi, Onyeka Sabastine
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Show full item recordAbstract
Nowadays buying, selling and modern technologies in Malaysia provide great
opportunities for international brands to expand across different ethnic groups.
Therefore, it is very important to know the cultural differences and their possible
influence on the people’s behavior when choosing an international brand (Sian et al.,
2010; Leo, 2005). The aim of this research is to investigate the cross cultural factors that
regulate Malaysians in choosing international brand. The study is ethnographic in nature
and aims to share a broad description of the experiences and perceptions of thirty three
respondents. Data were collected from thirty three respondents using open-ended
questions (unstructured interview). The information obtained from the open-ended
questions was recorded into narratives. The method used to analyze the data was
narrative analysis. The business owners and consumers with good knowledge in cross
cultural factors and international brand were the respondents. The results show that
power distance, masculinity, long term orientation and uncertainty avoidance are cross
cultural factors that influence Malaysians in choosing international brands.