Availability: Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets

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Bibliographic Details
Main Author:	Stoebe, Martin Johannes (Author)
Other Authors:	Zerres, Michael (Editor), Zerres, Christopher (Editor)
Format:	Electronic eBook
Language:	German
Published:	Mering Rainer Hampp Verlag 2013
Edition:	1. Auflage; 34 Abb.
Series:	Hamburger Schriften zur Marketingforschung
Subjects:	brand management positioning international marketing international management emerging markets structural equation modeling local brands foreign brands localness foreignness consumer ethnocentrism country-of-origin globalness
Links:	https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225 https://www.wiso-net.de/document/EBOK,AEBO__9783866189348225
Summary:	Emerging markets are more important than ever for consumer goods companies from the developed world that face stagnating markets and intense competition at home. While in the past companies were successful by targeting the premium end of these markets, the biggest growth opportunities are now among the large and booming middle class. Yet, increasingly sophisticated local competitors are equally targeting this segment. The author investigates this phenomenon in the emerging market of Brazil. This research is the first to focus on the attitudes of Brazilian consumers toward perceived brand foreign- versus localness. Starting from an extensive overview of existing literature, the author draws on theories from the fields of new institutional economics, neo behaviorism and consumer culture to construct a sophisticated research model. Empirical research confirms that increasing foreignness leads to greater brand prestige, while higher levels of localness result in greater brand sincerity and a closer self-brand connection. By demonstrating how local brand appeal influences key affective drivers of consumer decision making, this research contributes significantly to the scientific marketing literature. It is also highly relevant for business practitioners. Both foreign and domestic brands can benefit from higher levels of perceived localness. Companies need to reflect this in their brand positioning and support it, for example by using local testimonials, sponsoring local events or even acquiring local brands
Physical Description:	1 Online-Ressource (225 Seiten)
ISBN:	9783866189348

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id	DE-604.BV048664078
illustrated	Not Illustrated
indexdate	2025-01-16T19:06:04Z
institution	BVB
isbn	9783866189348
language	German
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-034038718
oclc_num	1362875528
open_access_boolean
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owner_facet	DE-12 DE-521 DE-1043 DE-1102 DE-858 DE-Aug4 DE-1050 DE-573 DE-M347 DE-92 DE-1051 DE-898 DE-BY-UBR DE-860 DE-861 DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-523 DE-91 DE-BY-TUM DE-384 DE-473 DE-BY-UBG DE-19 DE-BY-UBM DE-355 DE-BY-UBR DE-703 DE-20 DE-706 DE-824 DE-29 DE-739 DE-1049 DE-2070s DE-634 DE-859
physical	1 Online-Ressource (225 Seiten)
psigel	ZDB-5-WMW
publishDate	2013
publishDateSearch	2013
publishDateSort	2013
publisher	Rainer Hampp Verlag
record_format	marc
series2	Hamburger Schriften zur Marketingforschung
spellingShingle	Stoebe, Martin Johannes Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil brand management positioning international marketing international management emerging markets structural equation modeling local brands foreign brands localness foreignness consumer ethnocentrism country-of-origin globalness
title	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil
title_auth	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil
title_exact_search	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil
title_full	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil Stoebe, Martin Johannes
title_fullStr	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil Stoebe, Martin Johannes
title_full_unstemmed	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets A Study Based on the Consumer Goods Industry in Brazil Stoebe, Martin Johannes
title_short	Consumer Attitudes Toward Foreign versus Local Brands in Emerging Markets
title_sort	consumer attitudes toward foreign versus local brands in emerging markets a study based on the consumer goods industry in brazil
title_sub	A Study Based on the Consumer Goods Industry in Brazil
topic	brand management positioning international marketing international management emerging markets structural equation modeling local brands foreign brands localness foreignness consumer ethnocentrism country-of-origin globalness
topic_facet	brand management positioning international marketing international management emerging markets structural equation modeling local brands foreign brands localness foreignness consumer ethnocentrism country-of-origin globalness
work_keys_str_mv	AT stoebemartinjohannes consumerattitudestowardforeignversuslocalbrandsinemergingmarketsastudybasedontheconsumergoodsindustryinbrazil AT zerresmichael consumerattitudestowardforeignversuslocalbrandsinemergingmarketsastudybasedontheconsumergoodsindustryinbrazil AT zerreschristopher consumerattitudestowardforeignversuslocalbrandsinemergingmarketsastudybasedontheconsumergoodsindustryinbrazil

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