The Interplay Between Global and Local Edutainment Brands: a Theory of Reasoned Actions Perspective on Parental Attitudes and Adoption in Malaysia

Voon, Cheryl Zi Ying (2025) The Interplay Between Global and Local Edutainment Brands: a Theory of Reasoned Actions Perspective on Parental Attitudes and Adoption in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores Malaysian parents’ attitudes toward global and local edutainment brands on social media. Guided by Japutra et al.’s (2014) brand attachment dimensions and the Theory of Reasoned Action (TRA), it examines how cultural values, social norms, and perceived educational benefits shape parental attitudes and influence brand adoption. A quantitative survey was conducted among Malaysian parents with children aged 2–8 years, distributed through social media platforms and parenting networks. Data were analysed using SPSS, beginning with descriptive statistics to profile respondents. Pearson correlations, pair-samples t-tests, and ANOVA were then conducted to compare parental attitudes toward global and local edutainment brands. Finally, multiple regression analysis was employed to examine how cultural values, media exposure, social influences, and brand attitudes influence behavioral adoption between different parents demographics in Malaysia. The findings are expected to provide valuable insights into how repeated exposure, cultural alignment, and emotional resonance strengthen parental brand attachment in Malaysia, offering both theoretical contributions and practical guidance for designing effective edutainment and public relations strategies