Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 11 of 11 for “"global brands"”.
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The role of local context in the local strategies of global brands
… role of local context in the local strategies of global brands. This paper uses a qualitative case study design of two global brands.Findings – The findings show that the role that emerging macro-level factors of local context play in the local strategies of global brands is in determining the …
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Developing and implementing global branding strategies for Kirin Group
The recent surge in the globalization of markets in various industries has brought global brands to the attention of consumers worldwide. Just as information connects consumers across geographical borders in seconds, globalization is a common stream among many industries, which leads consumers to …
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Global versus local brands in South Africa: an empirical analysis of consumer perceptions
Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which …
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Antecedents of consumer’s self-brand connection in the context of CSR communication: a focus on Egypt’s coffee industry
Despite increasing competition from global brands, local Egyptian coffee companies continue to hold significant influence by leveraging authenticity and tradition. However, in the saturated coffee market, both local and international brands face growing challenges in establishing meaningful …
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Shifting personal brandscapes: young sojourners’ consumer acculturation
… consumer-brand relationships and personal brandscapes shift as result of temporary mobility. In addition, the impacts of the individual’s sojourn on home and host others through gifting and the shared production and consumption of foods is investigated. Although consumer researchers have …
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Financial costs and benefits of sourcing from factories with different risk profiles
… development, sourcing and logistics company for global retailers and brands. Its networks cover over 15,000 suppliers and 300 offices and distribution centers in 40 economies around the world. Supply chains in the consumer goods industry are facing challenges due to volatile commodity prices, …
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The antecedents and consequences of brand equity in the South African running shoe market
… perceive their brand. For the assessment of global brands in emerging markets, such as South Africa, progressive empirical research supports managerial approaches so consumer behaviour can be influenced and predicted in a precise way. Gaining insight into factors that increase a brand's …
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From Soviet deficit to American inundation: Examining consumer attitudes toward country of origin and corporate social responsibility advertising strategies across cohorts in Ukraine
… in 1991 has created a unique environment for globalization and consumer socialization due to the shift from communism to capitalism. As a result, global brands’ advertising strategies when entering the Ukrainian market have utilized a combination of local and global production and marketing …
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Brand Archives: The rescuing of locally specific brand imagery as a graphic design response to the globalization of visual identity
… to “homogenizing identities” (Bell, 2004). The globalization of visual identity is a phenomenon that can be observed not only among global brands competing with each other, but also in locally specific heritage brands that relinquish distinctive elements of their identity to resemble the global. …
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Three Essays on Global and Local Brands
… context, contributing to the research area of global/local brands, while also offering managers valuable insights for their branding strategies. The first essay provides scholars and practitioners a detailed state of the art of global/local brand research and proposes promising angles for …
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Consumer Processual State of Confusion: Effects of colour similarity and brand familiarity
… litigations alleging identity infringements by global brands have attracted significant media attention, highlighting the need for empirical investigation into the concept of consumer confusion around brand identity. Given the importance of colour to brand and packaging decisions, and the …