Testing the Affinity Scale in Malaysia: Replication and Validation.

Abstract

This study is aimed at measuring the positive sentiments that consumers have towards certain countries and the consequences for marketing.A new scale called "Affinity" was developed to measure such sentiments. "Affinity" is defined as the affection or fondness for a given country and can be attributed to a variety of reasons such as heritage/culture, climate, people, and travel. The primary intent of the study was to measure Malaysian consumers' Affinity towards United States and its impact on product beliefs.