Differences in the Effects of Marketing Mix Elements For Local and Foreign Brands

Since the introduction of the marketing mix, researchers have tried to answer the question, which elements of the marketing mix are most critical in making brands successful. To our knowledge, no study has investigated which marketing mix elements are more suitable for local brands or foreign brands, yet. We attempt to close this research gap by introducing a model with four exogenous variables (price, advertising, quality, and distribution), two mediators (brand image and brand satisfaction) and two final constructs (intention to repurchase, and intention to recommend). Employing the PLS approach we analyze data for nondurable goods from a study conducted in China.



Citation:

Martin Heinberg and Markus Taube (2011) ,"Differences in the Effects of Marketing Mix Elements For Local and Foreign Brands", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 154-155.

Authors

Martin Heinberg, University of Duisburg-Essen, Mercator School of Management
Markus Taube, University of Duisburg-Essen, Mercator School of Management & Institute for East-Asian Studies



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More

Featured

D1. When Intention to Share on Social Media Increases Variety-Seeking: The Role of Self-Enhancement

Jingjing Ma, Peking University
David Dubois, INSEAD, France
Fei Jin, Peking University

Read More

Featured

Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery

Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.