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.