Purpose – The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting...

Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...

The term "global brand" has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the "Best Global Brands" (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...