Purpose – The purpose of this paper is to report an application of the CETSCALE measuring consumer ethnocentrism for high‐value consumer goods in the emerging markets of the Association of Southeast Asian Nations (ASEAN). The study examines how regional markings can be thought of as variants...

Purpose – The purpose of this paper is to present a compendium of small research studies that have been conducted in Malaysia. Issues of branding and its related constructs have gained widespread recognition amongst practitioners and academics in this country. Design/methodology/approach –...