Journal
BRITISH FOOD JOURNAL
Volume 117, Issue 2, Pages 565-587Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/BFJ-07-2013-0174
Keywords
Consumer behaviour; Brands; Brewing industry; Consumer purchasing decisions
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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.
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