Please use this identifier to cite or link to this item:
http://hdl.handle.net/10603/104383
Title: | An Empirical Investigation of the Factors Influencing Global Brand Purchase Likelihood in the Presence of a Local Brand |
Researcher: | Ankur Srivastava |
Guide(s): | A K Rao |
University: | ICFAI Foundation for Higher Education |
Completed Date: | 29/04/2016 |
Abstract: | With the increasing pace of globalization, multinational firms have to succeed in both developed and developing markets. Multinational firms are offering their global brands to these emerging markets as these markets have shown promising growth in the past decade. So it becomes crucial for multinational firms to identify factors which influence the purchase of their global brands in the emerging markets. On the other hand, local firms have to figure out how they can compete with these global brands to sustain their presence in their home markets. Therefore, it would be worthwhile to study the factors which drive the purchase of global and local brands. newlineIt would be interesting to identify and examine the factors influencing the global and local brand purchase in the emerging market context. newline |
Pagination: | |
URI: | http://hdl.handle.net/10603/104383 |
Appears in Departments: | Faculty of Management |
Files in This Item:
File | Description | Size | Format | |
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04_ table of contents.pdf | Attached File | 87.59 kB | Adobe PDF | View/Open |
06_ chapter 1.pdf | 77.57 kB | Adobe PDF | View/Open | |
07_ chapter 2.pdf | 192.37 kB | Adobe PDF | View/Open | |
08_ chapter 3.pdf | 65.04 kB | Adobe PDF | View/Open | |
09_ chapter 4.pdf | 142.87 kB | Adobe PDF | View/Open | |
10_ chapter 5.pdf | 205.28 kB | Adobe PDF | View/Open | |
11_ chapter 6.pdf | 300.43 kB | Adobe PDF | View/Open | |
12_ chapter 7.pdf | 103.7 kB | Adobe PDF | View/Open | |
13_ appendix.pdf | 1.15 MB | Adobe PDF | View/Open | |
14_ references.pdf | 95.09 kB | Adobe PDF | View/Open |
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