Factors For Success For Domestic Clothing Brands in Emerging Markets

The global brands┬┤expansion have threatened the local brands┬┤ businesses. Some domestic brands have successfully faced them. Through an empirical study, we aimed to determine some of the factors to successfully face foreign brand competition. Our results suggest five factors that positively influence the domestic brand purchase likelihood in developing markets.



Citation:

Miguel Angel López Lomelí, Joan Llonch Andreu , and Jorge Eduardo Gomez Villanueva (2014) ,"Factors For Success For Domestic Clothing Brands in Emerging Markets ", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 69-70.

Authors

Miguel Angel López Lomelí, Tecnológico de Monterrey, Mexico
Joan Llonch Andreu , Universidad Autónoma de Barcelona, Spain
Jorge Eduardo Gomez Villanueva , Tecnológico de Monterrey, Mexico



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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