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