How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries

Volume: 37, Issue: 2, Pages: 345 - 375
Published: Apr 14, 2020
Abstract
Purpose The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging). Design/methodology/approach This paper combines consumer–survey-based data, experts'...
Paper Details
Title
How consumer-based brand equity relates to market share of global and local brands in developed and emerging countries
Published Date
Apr 14, 2020
Volume
37
Issue
2
Pages
345 - 375
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