Table of contents - Special Issue: Brand management and consumer experience: an emerging market perspective
Guest Editors: Cheng Lu Wang, Jiaxun He, Bradley R. Barnes
How global brands incorporating local cultural elements increase consumer purchase likelihood: An empirical study in China
Jiaxun He, Cheng Lu WangThe purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.
Cultural resonance of global brands in Brazilian social movements
Maribel Suarez, Russell BelkThe research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014…
Do luxury brands successfully entice consumers? The role of bandwagon effect
Shayan Shaikh, Aneela Malik, M.S. Akram, Ronika ChakrabartiThe purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the…
Outbreaks of animosity against the West in China: effects on local brand consumption
Martin HeinbergLocal brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West…
How previous positive experiences with store brands affect purchase intention in emerging countries: A comparison between Brazil and Colombia
Mbaye Fall Diallo, Jose Ribamar Siqueira JrBrand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store…
Exploring the gap between policy and practice in private branding strategy management in an emerging market
Ram Herstein, Netanel Drori, Ron Berger, Bradley R. BarnesPrivate-label goods are now available in more than 55 countries worldwide and their total sales value is estimated to be in excess of one trillion US dollars. The prevalence of…
ISSN:
0265-1335Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Professor John Cadogan