Desirable Brand Images in East Asia and Their Determinants: Analyses From a Large-Scale Consumer Survey
Data analyses from the 2013 “ACI Pan-Asian Wave Study” indicate that brand images in developed markets are uniform across markets, and largely driven by experiential needs. However, the images are different for emerging markets, where both experiential and functional needs are important for local and global brands.
Citation:
Bernd Schmitt and Kamel Jedidi (2015) ,"Desirable Brand Images in East Asia and Their Determinants: Analyses From a Large-Scale Consumer Survey", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 233-233.
Authors
Bernd Schmitt, Columbia University, USA
Kamel Jedidi, Columbia University, USA
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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