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 MoreFeatured
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
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
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