The regionalisation of global brands: emerging market perspectives
by Al Rosenbloom, James Haefner
J. for Global Business Advancement (JGBA), Vol. 2, No. 4, 2009

Abstract: This paper reports the findings of multi-country study which compared the relationship between country of origin and brand trust in several emerging market economies (Nepal, Poland and Bulgaria) and one fully developed economy (the USA). The study measured the importance of buying a global brand in 23 different product categories and asked respondents to evaluate brand trust and country-of-origin (COO) across all categories. The product categories of interest ranged from high involvement, durable goods (refrigerators and washing machines) to low involvement, fast moving consumer goods (chocolate bars, yogurt and disposable batteries). Analysis of COO effects yielded the research's most interesting finding: global brands might have a regional, or meso level, component which consumer brand trust has uncovered for the first time.

Online publication date: Fri, 19-Feb-2010

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