Brand management and consumer experience: an emerging market perspective

Brand management and consumer experience: an emerging market perspective

This ebook, composed of six chapters, aims to advance knowledge surrounding brand management in emerging markets from two different perspectives. The first three chapters focus on how global brands compete in emerging markets, and in contrast the three subsequent chapters mainly examine issues concerning local brands and how they compete against global brands.

Brand management and consumer experience in emerging markets: directions for future research,Cultural resonance of global brands in Brazilian social movements,Do luxury brands successfully entice consumers? The role of bandwagon effect,Exploring the gap between policy and practice in private branding strategy management in an emerging market,How global brands incorporating local cultural elements increase consumer purchase likelihood: an empirical study in China,How previous positive experiences with store brands affect purchase intention in emerging countries: a comparison between Brazil and Colombia,Outbreaks of animosity against the West in China: effects on local brand consumption

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