Young Malaysians' chocolate brand familiarity: the effect of brand's country of origin and consumer consumption level

Purpose – Consumer brand familiarity influences product judgment and the purchase decision. This study aims to examine consumer familiarity towards local and foreign chocolate brands and how it is related to brands' country of origin and their consumption level. Design/methodology/approach – The methodology was convenience sampling collected from a 100‐student sample. Findings – The findings indicate that a chocolate brand's country of origin is related to a young consumer's chocolate brand familiarity level. Other than that, the finding demonstrate that the consumer's chocolate brand familiarity level is positively related to their consumption level. Research limitations/implications – This study has implications for marketers, where they need to take account of the effects of a brand's country of origin, gender and consumption level on brand familiarity in designing marketing strategies. Originality/value – This study help market practitioners to design market strategies that involve a brand's country of origin information, especially when targeting young consumers.