This paper studies 20 global brands and attempts to understand how four brand constructs (Country of Origin (COO), familiarity, liking and trust) might influence the purchase intent of consumers living under different economic conditions. S...
Small-scale producers in emerging markets have a particularly difficult time accessing the same marketing channels which are available to their larger counterparts. Cooperatives are an oft-recommended solution, allowing members to collectiv...
The current paper considers the use of conjoint analysis in emerging economies, specifically considering the customer values and consumer segments of a leading plastic packaging material producer in Estonia. In doing so, the paper builds up...
The purpose of this study is to clarify how ownership structure, internationalisation path, product diversification and geographic scope affect emerging market Multinational Enterprises (MNEs) performance in a sample of Asia Pacific Emergin...
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