This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang...

This paper explores how consumers' brand evaluation inclinations influence the degree of brand convergence in their consideration sets. We treated consumers' brand evaluation inclinations two-dimensionally (logical and affective) and divided consumers into the following four groups: (I) strong...

This paper aims to present an analysis of brand elements adopted by Islamic Banks in Pakistan. The research uses the content analysis on the branding elements for five established Islamic banks (IBs) and 14 conventional banks offering Islamic Windows (IWs). Data has been taken from SBP and...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

This study reveals Chinese consumers' desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed...

Many companies manage their business on a geographic basis and evaluate marketing metrics and managers correspondingly. Here, using a multi-level dataset from the U.S. retail gasoline industry, we demonstrate inherent differences in the levels of brand repurchase across territories. Furthermore,...

Academic literature in customer behavior and branding is still debatable, with respect to brand loyalty in particular. This study empirically attempts to discuss this particular issue by examining the relationship between brand awareness and brand loyalty. Also, it seeks to investigate the...

Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to...

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO) applied by emerging markets’ firms and motives for applying them. Research Design & Methods: A qualitative approach was used, i.e. multi-case study of five emerging...