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- W2073679002 abstract "Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world." @default.
- W2073679002 created "2016-06-24" @default.
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- W2073679002 date "2015-02-02" @default.
- W2073679002 modified "2023-10-02" @default.
- W2073679002 title "Global brands or local heroes?: evidence from the Spanish beer market" @default.
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- W2073679002 doi "https://doi.org/10.1108/bfj-07-2013-0174" @default.
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