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
Share Proceeding
Featured papers
See MoreFeatured
Teaching Consumer Resistance in Jamaica: Subvertising in Action
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA
Yanyun (Mia) Wang, University of Illinois at Urbana-Champaign, USA
Kathy Tian, University of Illinois at Urbana-Champaign, USA
Gail Ferguson, University of Illinois at Urbana-Champaign, USA
Rachel Powell, CDC Foundation
Candace Wray, University of West Indies
Featured
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
Featured
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex