Consumer-based brand equity and status-seeking motivation for a global versus local brand
Purpose: The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand. Design/methodology/approac...
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62472 |