The paper aims to broaden the knowledge regarding consumer attitudes towards global brands and to determine whether these attitudes can be ‘used’ as segmentation criteria. The paper, firstly, identifies a number of dimensions that have been used to analyse consumer perceptions of global brands; secondly, a cross-country analysis carried out in three countries examines the selected factors related to both national and cultural consumer context and to consumer brand equity. Through a multiple correspondence analysis and a cluster analysis, the paper identifies distinct and fresh groups of consumers which are good indicators of existing market trends.
|Titolo:||Identifying new segments from a global branding perspective: a three-country study|
PALAZZO, MARIA (Corresponding)
|Data di pubblicazione:||2016|
|Appare nelle tipologie:||1.1.2 Articolo su rivista con ISSN|