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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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Bibliographic Details
Main Authors:	Roy, Rajat, Chau, Ryan
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2011
Subjects:	global and local brands Status seeking motivation Consumer based brand equity
Online Access:	http://hdl.handle.net/20.500.11937/62472

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