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How global are global brands? : an empirical brand equity analysis
Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and … Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors … brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of …
Persistent link: https://www.econbiz.de/10010357158
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How global are global brands ? : an empirical brand equity analysis
Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and … Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors … brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of …
Persistent link: https://www.econbiz.de/10013438182
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How global are global brands? An empirical brand equity analysis
Cleff, Thomas; Fischer, Lena; Sepúlveda, César; … - 2010
school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and … Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors … brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of …
Persistent link: https://www.econbiz.de/10010368391
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What is the Value of an International Brand Name? - Efficacy of Foreign Branding in a Brazilian Scenario
Lora, Iago Farias - 2019
In the Brazilian market it is possible to observe local entrepreneurs using foreign names, for example, the case of the clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing campaigns. The society has an enormous...
Persistent link: https://www.econbiz.de/10012899017
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Factors Affecting Purchase Intention of South East Asian (SEA) Young Adults Towards Global Smartphone Brands
Zahid, Abdul - 2017
The study aims to probe the effect of perceived price, perceived quality, brand awareness, and social influence on purchase intention of South East Asian (SEA) Young Adults towards global smartphone brands. This explanatory research uses quantitative empirical data collected from 200 SEA Young...
Persistent link: https://www.econbiz.de/10012968802
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Marketing Mix and Brand Sales in Global Markets : Examining the Contingent Role of Country-Market Characteristics
Bahadir, S. Cem - 2014
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...
Persistent link: https://www.econbiz.de/10013040392
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Brand types applied by emerging markets' firms : ountry of brand origin and brand use motives
Witek-Hajduk, Marzanna K.; Grudecka, Anna - In: Entrepreneurial business and economics review : EBER 9 (2021) 1, pp. 155-168
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...
Persistent link: https://www.econbiz.de/10012519502
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The Effect of Brand Name and Taste on Consumers' Buying Intentions : An Experimental Analysis
Torres Urdan, Flávio; Torres Urdan, Andre - 2003
In a very frequent buying situation, consumers have to choose among products with very similar intrinsic attributes. Under these conditions they must rely mainly on extrinsic product attributes. The authors examine the relative importance of brand, an extrinsic attribute, and an intrinsic...
Persistent link: https://www.econbiz.de/10014035197
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Ways to neutralize the country-of-origin effect in the emerging market firms international branding
Witek-Hajduk, Marzanna Katarzyna; Grudecka, Anna - In: International journal of management and economics 59 (2023) 1, pp. 46-56
Paper's objectives: The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms' international branding. Design/methods applied/approach used: A multiple-case study of five companies from European and Asian...
Persistent link: https://www.econbiz.de/10014310104
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How global are global brands? : an empirical brand awareness and image analysis
Cleff, Thomas; Martinez, César Javier Sepúlveda; … - In: Journal of euromarketing 20 (2011) 1/2, pp. 63-84
Persistent link: https://www.econbiz.de/10009549045