Toward understanding the young consumer's brand associations and ethnocentrism in the lion's port

This study examines consumer brand associations, focusing on the differences in price perceptions, self‐image, and brand–image congruency held for Western and Eastern brands of fashion clothing by young Singaporeans. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of ethnocentrism among respondents, and that ethnocentrism had no effect on brand preference or purchase intention for brands from different origins. © 2002 Wiley Periodicals, Inc.