Introducing International Brands in Emerging Markets

Introduction of an international brand into a new market involves an understanding of existing consumer perceptions. This relates to different local brands with differing kinds of sometimes long-standing psychological ties to consumers in the domestic market. Consumers also clearly vary in their preferences and perceptions about brands that come in from the outside. Variations in the cultural background of consumers should also have an impact on their preferences for global and local brands. This research investigates how local, national and global brands compete with each other in an emerging market. We do this in the context of choice modeling framework.


Sanjay Ghose and Oded Lowengart (2009) ,"Introducing International Brands in Emerging Markets", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 365-365.


Sanjay Ghose, University of Wisconsin-Milwaukee, USA
Oded Lowengart, Ben-Gurion University of the Negev, Israel


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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